LEVERAGING THE ENTERPRISE BRAND RESONANCE VALUES: A STUDY THROUGH SOCIETAL MARKETING DEEDS - Couverture souple

GNANAKUMAR, BABA

 
9783838320861: LEVERAGING THE ENTERPRISE BRAND RESONANCE VALUES: A STUDY THROUGH SOCIETAL MARKETING DEEDS
Couverture souple
ISBN 10 : 3838320867 ISBN 13 : 9783838320861
Editeur : LAP Lambert Academic Publishing, 2009

Synopsis

The research aims to identify the effectiveness of leveraging the brand equity strategies based on interactive effects of three factors: degree of complementarities between the brand building through cause related marketing, green marketing, web blogs and social group endorsements, cognizant of branding effects on value stages of the market multipliers and judicious marketing program investment that result in a number of different customer related outcomes. The key dimensions of brand resonance about consumer loyalty, attachment and engagement with the brand are interpreted from the brand-related marketing activities. The research was conducted among the customers of the high brand equity firms to portray the significance of societal marketing deeds over the enterprise brand resonance. The EBR came from consistently fulfilling a social promise and creating a great customer experience through the marketing mix programmes that ensure credibility to the firm. The research aggressively pursues the marketing manager to create social values to leverage their business values by stick on to societal marketing deeds.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

The research aims to identify the effectiveness of leveraging the brand equity strategies based on interactive effects of three factors: degree of complementarities between the brand building through cause related marketing, green marketing, web blogs and social group endorsements, cognizant of branding effects on value stages of the market multipliers and judicious marketing program investment that result in a number of different customer related outcomes. The key dimensions of brand resonance about consumer loyalty, attachment and engagement with the brand are interpreted from the brand-related marketing activities. The research was conducted among the customers of the high brand equity firms to portray the significance of societal marketing deeds over the enterprise brand resonance. The EBR came from consistently fulfilling a social promise and creating a great customer experience through the marketing mix programmes that ensure credibility to the firm. The research aggressively pursues the marketing manager to create social values to leverage their business values by stick on to societal marketing deeds.

Biographie de l'auteur

P. Baba Gnanakumar, M.Com., M.Phil: Gold medalist. Presented 35 research papers. Organized 12 major surveys: Head, Department of Commerce, Sri Krishna Arts and Science College, Coimbatore, India.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP Lambert Academic Publishing
Date d'édition
2009
Langue
anglais
ISBN 10 
3838320867
ISBN 13 
9783838320861
Reliure
Broché
Nombre de pages
180
Coordonnées du fabricant
non disponible
Personne responsable
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