Snowboarding Consumer Tribes And Brand Loyalty Download Ebook PDF Epub Online

Author : Clare Salley
University College, Dublin. Dept. of Management
Publisher :
Release : 2008
Page : 85
Category :
ISBN 13 :
Description :



Author : Bernard Cova
Robert Kozinets
Publisher : Routledge
Release : 2012-06-25
Page : 360
Category : Business & Economics
ISBN 13 : 1136414665
Description :


Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates meaningful social relationships. The social ‘links’ (social relationships) are more important than the things (brands etc.) The aim of this book is therefore to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management.


Author : Brendan Richardson
Publisher : Springer
Release : 2013-07-30
Page : 184
Category : Business & Economics
ISBN 13 : 1137349107
Description :


Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.


Author : Richard Rosenbaum-Elliott
Larry Percy
Publisher : Oxford University Press
Release : 2011-03-10
Page : 303
Category : Business & Economics
ISBN 13 : 019956521X
Description :


`I find it an interesting read. I appreciate the in-depth psychological discussions and students will be happy with a short branding book.' Csilla Horvath, Radboud University Nijmegen --


Author : Daniel C. Funk
Kostas Alexandris
Publisher : Routledge
Release : 2016-07-18
Page : 344
Category : Business & Economics
ISBN 13 : 1317431529
Description :


All successful marketing strategies in sport or events must take into account the complex behaviour of consumers. This book offers a complete introduction to consumer behaviour in sport and events, combining theory and cutting-edge research with practical guidance and advice to enable students and industry professionals to become more effective practitioners. Written by three of the world’s leading sports marketing academics, it covers a wide range of areas including: social media and digital marketing the segmentation of the sport consumer market service quality and customer satisfaction sport consumer personalities and attitudes the external and environmental factors that influence sport consumer behaviour. These chapters are followed by a selection of international case studies on topics such as female sport fans, college sports, marathons and community engagement. The book’s companion website also provides additional resources exclusively for instructors and students, including test banks, slides and useful web links. As the only up-to-date textbook to focus on consumer behaviour in sport and events, Sport Consumer Behaviour: Marketing Strategies offers a truly global perspective on this rapidly-growing subject. This book is an invaluable resource for anyone involved in the sport and events industries, from students and academics to professional marketers.


Author : M. Beverland
Publisher : Springer
Release : 2009-10-22
Page : 219
Category : Business & Economics
ISBN 13 : 0230250807
Description :


The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.


Author : David Soberman
Dilip Soman Consulting
Publisher : University of Toronto Press
Release : 2012-12-05
Page : 344
Category : Business & Economics
ISBN 13 : 1442698403
Description :


The past decade has seen a number of developments that threaten the very fabric of how marketing activities have traditionally been conducted. On one hand, consumers are increasingly socially networked and value-conscious, with heightened expectations of how companies will react to their demands. Along with the challenges, however, come new opportunities: the growth of behavioural economics and the emergence of new data collection techniques, for instance, give marketers unprecedented access to previously hidden aspects of consumer behavior. Clearly, ‘business as usual’ is not an option for marketing managers who want their firms to stay in the game. To help managers adapt to the rapidly changing business environment, Flux offers a collection of the very best thinking on key areas of marketing activity and decision-making. Each chapter is written by a leading expert in a specific ‘new’ marketing subject area, from managing brands to dealing with new media, and addresses substantive challenges in that area while providing steps for taking action. The book’s integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.


Author :
Publisher :
Release : 2003
Page :
Category : Brand name products
ISBN 13 :
Description :



Author : Daniel Funk
Kostas Alexandris
Publisher : Routledge
Release : 2008-10-23
Page : 272
Category : Business & Economics
ISBN 13 : 113644162X
Description :


Consumer Behaviour in Sport and Events emphasises the role of consumer behaviour in sport marketing. Given the social, economic, and environmental benefits of sport events, the challenge for marketers is to understand the complexity of sport and event participation. Through a heightened understanding of consumer behaviour, marketers are able to develop communication strategies to enhance the experience, while identifying key elements of the consumer’s decision-making process. This book provides students and industry professionals with the knowledge and skills necessary to meet the current marketing challenges facing professionals working in the sport and event industries. This comprehensive text covers a wide range of determinants that influence both active recreation and passive spectator participation, and offers the reader: A detailed understanding of the personal, psychological and environmental factors that influence sport and event related consumer behaviour A basis for the development of marketing actions useful in sport and related business, community and government sectors A comprehensive understanding of how individuals associate themselves with sport and event products and services A quick and simple segmentation tool to guide discussion of marketing actions and strategies for four stages of involvement with sport and events A comprehensive events checklist to help understand marketing actions related to the development, promotion and delivery of a sport event. Sport and event consumer behaviour is a rapidly growing area of interest and this book is considered a valuable resource for those involved in the sport and events industries from students to marketers to academics.


Author : Patrick Bouchet
Dieter Hillairet
Publisher : Routledge
Release : 2013-03-05
Page : 208
Category : Business & Economics
ISBN 13 : 1136291830
Description :


Sport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological approach (consumption and wider society). In doing so it explores both supply and demand sides, offering a complete introduction to the nature, purpose and value of sport brands not found in any other sports marketing text. The book covers the whole heterogeneity of sport brands, going much further than the sport team and league brands covered in most other books. As well as teams and leagues, the book considers the brands of sports celebrities, events, media, computer games and governing bodies, as well as the ethical, professional and technological ‘label brands’ associated with sport. Richly illustrated with cases, examples and data, the book explores the tangible and intangible influence of sport brands, their economic and social value, and the subcultures and communities that grow up around them. It also introduces common strategies for growing brands, and growing through brands, and examines the challenges and threats that sport brands face, from boycotts and ambush marketing to counterfeiting. An understanding of sport brands is essential for a fully rounded understanding of contemporary sport marketing. As a result, this book is important reading for any student or practitioner working in sport marketing, sport business, or mainstream marketing management.


Author : Steve McKee
Publisher : St. Martin's Press
Release : 2014-01-07
Page : 256
Category : Business & Economics
ISBN 13 : 1137413522
Description :


Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to growbigger and better, while others stumble along year after year, running but never winning the race. The difference is that the biggest and best brands aren't slaves to conventional marketing wisdom. McKee shows by example how the same, sometimes counter-intuitive, strategies used by the biggest brands can also best serve small and mid-sized companies. Among the topics explored: How can a company grow big by thinking small? Why do the best companies sometimes avoid being better? Why do brands that create the most memorable advertising stay away from focus groups? What is the secret to an effective slogan? When can admitting a negative become a positive? A diverse selection of companies provides powerful lessons, ranging from traditional icons like Coca-Cola, McDonald's, and General Motors, to new media models like Google and Facebook. This book appeals not only to time- starved executives, but also to middle managers and owners of small businesses who have a wide variety of marketing problems to address and who need to change the way they think about how to generate healthy, consistent growth.


Author : Christian Simoni
Publisher :
Release : 2003
Page : 309
Category : Business & Economics
ISBN 13 :
Description :



Author : Craig Wilson
Publisher :
Release : 2021-07-13
Page : 280
Category : Business & Economics
ISBN 13 : 9781644282328
Description :


Winner of the 800-CEO-READS Best Marketing Book of 2015 Why do some companies create such strong affection for their brands that their customers are compelled to become active brand champions? Is there a secret? The Compass and the Nail presents an unconventional perspective of how particular organizations create rabid fan bases, in turn making them more successful and more profitable. Written by Patagonia's former lead strategist for consumer marketing, and advisor to such iconic brands as Seventh Generation and Burton Snowboards, Craig Wilson outlines game-changing insights for providers of any product or service who desire fiercely loyal behavior. Wilson's narrative is one of cultural empathy and thought disruption critical to the new global economy. It is a practical model that defines how companies, governments, and institutions relate to their end users. By illuminating the phenomenon of "following," and how it can be methodically applied to a larger context, this book demonstrates how those relationships can be refashioned to optimize human interactive experience. It challenges us to use our economic powers for good to design the new Responsible Economy in an effort to save the planet. If companies realize consumers "don't buy what you do, they buy why you do it," Wilson shows us how.


Author : J. Paul Peter
Jerry Corrie Olson
Publisher : Irwin Professional Publishing
Release : 1996
Page : 738
Category : Consumer behavior
ISBN 13 :
Description :


This work shows how the various elements of consumer analysis fit together in an integrated framework, called the Wheel of Consumer Analysis. Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter.


Author : Hawkins
Publisher : Tata McGraw-Hill Education
Release : 2002
Page : 760
Category :
ISBN 13 : 9780070600867
Description :


Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making the attempt, the consumers they are trying to influence, and the society in which these attempts occur. We are all consumers and we are all members of society, so consumer behavior, and attempts to influence it, are critical to all of us. This text is designed to provide an understanding of consumer behavior. This understanding can make us better consumer, better marketers, and better citizens. A primary purpose of this text is to provide the student with a usable, managerial understanding of consumer behavior.-Pref.


Author : Rita M Denny
Patricia L Sunderland
Publisher : Routledge
Release : 2016-06-16
Page : 837
Category : Social Science
ISBN 13 : 1315427834
Description :


In recent years announcements of the birth of business anthropology have ricocheted around the globe. The first major reference work on this field, the Handbook of Anthropology in Business is a creative production of more than 60 international scholar-practitioners working in universities and corporate settings from high tech to health care. Offering broad coverage of theory and practice around the world, chapters demonstrate the vibrant tensions and innovation that emerge in intersections between anthropology and business and between corporate worlds and the lives of individual scholar-practitioners. Breaking from standard attempts to define scholarly fields as products of fixed consensus, the authors reveal an evolving mosaic of engagement and innovation, offering a paradigm for understanding anthropology in business for years to come.


Author : Simon Anholt
Publisher : Routledge
Release : 2006-08-11
Page : 192
Category : Business & Economics
ISBN 13 : 1136426086
Description :


Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.


Author : Alina Wheeler
Publisher : John Wiley & Sons
Release : 2012-10-11
Page : 336
Category : Design
ISBN 13 : 1118418743
Description :


A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity


Author : Anne Hardy
Andy Bennett
Publisher : Springer
Release : 2018-03-28
Page : 259
Category : Social Science
ISBN 13 : 3319682075
Description :


This collection brings together perspectives drawn from a range of international scholars who have conducted research into the applications of neo-tribal theory. The concept of the neo-tribe was first introduced by the French sociologist Michel Mafessoli (1996) to describe new forms of social bonds in the context of late modernity. This book critically explores the concepts that underpin neo-tribal theory, using perspectives from different disciplines, through a series of theoretically informed and empirically rich chapters. This innovative approach draws together a recently emergent body of work in cultural consumption, tourism and recreation studies. In doing so, the book critically progresses the concept of neo-tribe and highlights the strengths, weaknesses and the opportunities for the application of neo-tribal theory in an interdisciplinary way.


Author : Simon Chadwick
Dave Arthur
Publisher : Taylor & Francis
Release : 2017-02-28
Page : 264
Category : Sports & Recreation
ISBN 13 : 1317623509
Description :


Contemporary sport is big business. Major teams, leagues, franchises, merchandisers and retailers are in fierce competition in a dynamic global marketplace. Now in a fully revised and updated second edition, International Cases in the Business of Sport presents an unparalleled range of cutting-edge case studies that show how contemporary sport business is done and provides insight into commercial management practice. Written by a team of international experts, these case studies cover organisations and events as diverse as the NBA, the Americas Cup, the Tour de France, the PGA tour, FC Barcelona and the Australian Open tennis. They explore key contemporary themes in sport business and management, such as broadcast rights, social media, strategic development, ownership models, mega-events, sports retailing, globalisation, corruption and financial problems. Each case study also includes discussion questions, recommended reading and links to useful web resources. International Cases in the Business of Sport is an essential companion to any sport business or sport management course, and fascinating reading for any sport business professional looking to deepen their understanding of contemporary management.