The "Harry Potter" Brand. Sense of Community, Attitudinal Loyalty, and Purchase Behavior - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The "Harry Potter" Brand. Sense of Community, Attitudinal Loyalty, and Purchase Behavior write by Lily Marfisi. This book was released on 2015-08-19. The "Harry Potter" Brand. Sense of Community, Attitudinal Loyalty, and Purchase Behavior available in PDF, EPUB and Kindle. Master's Thesis from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 17/20, , course: Evaluation of the Impact of a Person's Sense of Community on Attitudinal Loyalty and Purchase Behavior regarding the Harry Potter brand, language: English, abstract: Within the past decade, Harry Potter has become a multi-billion dollar brand with millions of fans all over the world. The fan base community has developed with the rise of the Internet and new means of interaction. They have had a real power of decision over the brand’s managers, and are a key element to the success of Harry Potter. This study will focus on people’s sense of community and on the existence of a relationship between this sense of community and people’s loyalty and purchase behaviors towards the Harry Potter brand. The problematic to this study is “How does a person’s sense of community impact its attitudinal loyalty and purchase behavior regarding the Harry Potter brand?”.
Consumer Tribes
Consumer Tribes - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Consumer Tribes write by Avi Shankar. This book was released on 2012-06-25. Consumer Tribes available in PDF, EPUB and Kindle. 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.
Consumer Behavior
Consumer Behavior - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Consumer Behavior write by Delbert I. Hawkins. This book was released on 2003-03. Consumer Behavior available in PDF, EPUB and Kindle. Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.
Harry Potter
Harry Potter - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Harry Potter write by S. Gunelius. This book was released on 2008-06-03. Harry Potter available in PDF, EPUB and Kindle. The Harry Potter books are the bestselling books of all time. In this fascinating study, Susan Gunelius analyzes every aspect of the brand phenomenon that is Harry Potter. Delving into price wars, box office revenue, and brand values, amongst other things, this is the story of the most incredible brand success there has ever been.
Relationship Marketing
Relationship Marketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Relationship Marketing write by Steve Baron. This book was released on 2010-04-20. Relationship Marketing available in PDF, EPUB and Kindle. The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behaviour, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer. Each chapter is supported by - or based on - an in-depth case study, many of which are drawn from the authors′ research.
