Extent:
1 Online-Ressource (xxii, 281 Seiten)
Series:
Type of publication: Book / Working Paper
Language: English
Notes:
Includes bibliographical references and index
Restricted to subscribers or individual electronic text purchasers
Mode of access: World Wide Web
Chapter 1. Branding culture: a study of Telugu film industry -- Chapter 2. The impact of brand variance on gender in FMCG sector: with a special reference to toothpaste category -- Chapter 3. Evaluation of celebrity endorsements on consumer perception and brand equity in Indian market -- Chapter 4. Exploring gratification factors in visual food communication: with special reference to South-Indian cuisine -- Chapter 5. Space of culture and brand in sequel of Telugu films: a qualitative study -- Chapter 6. Studying celebrity engagement on social media: an Indian experience -- Chapter 7. Evolution of brand culture: a post-industrial revolution story -- Chapter 8. Impact of digital communication on consumer behaviour processes in luxury branding segment: a study of apparel industry -- Chapter 9. Understanding urban millennial consumer gratification for branded Indian web series -- Chapter 10. The impact of digital word-of-mouth communication on consumer decision-making processes: with special reference to fashion apparel industry -- Chapter 11. Observational research in advertising, marketing, and branding: academic and theoretical reviews from industry perspectives -- Chapter 12. The impact of Indian movie industry on marketization of India, Inc. -- Chapter 13. Branding and communication strategies in healthcare organizations: an Indian study -- Chapter 14. Emotional communication for brand appeal and acceptance: an Indian approach
Also available in print.
ISBN: 978-1-5225-3151-7 ; 1-5225-3150-5 ; 978-1-5225-3150-0
Other identifiers:
10.4018/978-1-5225-3150-0 [DOI]
Source:
ECONIS - Online Catalogue of the ZBW
Persistent link: https://www.econbiz.de/10012392998