The Harry Potter Brand Sense Of Community Attitudinal Loyalty And Purchase Behavior
Download The Harry Potter Brand Sense Of Community Attitudinal Loyalty And Purchase Behavior full books in PDF, epub, and Kindle. Read online free The Harry Potter Brand Sense Of Community Attitudinal Loyalty And Purchase Behavior ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!
Author | : Lily Marfisi |
Publisher | : GRIN Verlag |
Total Pages | : 120 |
Release | : 2015-08-19 |
Genre | : Business & Economics |
ISBN | : 3668032645 |
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?”.
Author | : Delbert I. Hawkins |
Publisher | : McGraw-Hill/Irwin |
Total Pages | : 0 |
Release | : 2003-03 |
Genre | : Consumer Behavior |
ISBN | : 9780072865493 |
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.
Author | : Avi Shankar |
Publisher | : Routledge |
Total Pages | : 348 |
Release | : 2012-06-25 |
Genre | : Business & Economics |
ISBN | : 1136414673 |
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 | : S. Gunelius |
Publisher | : Springer |
Total Pages | : 214 |
Release | : 2008-06-03 |
Genre | : Business & Economics |
ISBN | : 0230594107 |
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.
Author | : Stephen Brown |
Publisher | : Great Brand Stories S. |
Total Pages | : 0 |
Release | : 2005 |
Genre | : Advertising |
ISBN | : 9781904879305 |
Harry Potter may not be the biggest brand in the world, or the most venerable, but his story is one of the most dramatic. This book tells the story of the Harry Potter brand and how it has taken the entertainment world by storm. Joanne K Rowling and her fabulous money-spinning creation is a contemporary fairytale, a 21st century version of the classic cornucopian chronicle. An impoverished single parent pens an accidental bestseller, which grows exponentially. The book begets more books, which beget movies and merchandise and huge media coverage. Today, Harry Potter is as much a brand as Tom Cruise, Starbucks or even Heinz. This book provides a fascinating insight into how Harry Potter became one of the world's most recognised brands in an extraordinarily short period of time.
Author | : M. Beverland |
Publisher | : Springer |
Total Pages | : 276 |
Release | : 2009-10-22 |
Genre | : Business & Economics |
ISBN | : 0230250807 |
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 | : Michael Hyman |
Publisher | : John Wiley & Sons |
Total Pages | : 588 |
Release | : 2010-03-05 |
Genre | : Business & Economics |
ISBN | : 0470632569 |
The tools you need to identify, obtain, record, and analyze data Sure, access to data is faster and easier to obtain than ever before, but how do you cut through the clutter of information to find what's most useful and organize it to suit your purposes? Marketing Research Kit For Dummies supplies a brimming box of tools that help you mine mountains of data, find the sources you need, and focus your marketing plan. Whether you're an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource and companion CD provide you with hands-on tools you need to identify, obtain, record, and analyze secondary, data-electronic and print-for developing or revising a marketing plan, launching a new product or service, or implementing long-term strategic planning. It also offers clear, in-depth instructions and customizable forms for conducting your own primary research. Includes complete instructions for writing a research plan, conducting depth interviews, and focus groups Fully explains the process of sampling, analyzing data, and reporting results Features tips on developing questionnaires for face-to-face, Internet, and postal surveys Helps you keep an eye on your competition and analyze their results When money is tight and everything is on the line, you need to make sure you've done your homework. You need Marketing Research Kit For Dummies. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.
Author | : Drew Banks |
Publisher | : John Wiley & Sons |
Total Pages | : 0 |
Release | : 2002-04-02 |
Genre | : Business & Economics |
ISBN | : 9780787956219 |
The Internet is the world's largest marketplace and provides businesses with the ability to interact with their market in a much more direct and tailored way than ever before. Customer.Community takes a new look at online communities as a source of value for both customers and businesses; it shows how to build an online "customer community" that gives customers a reason to stay loyal. Drew Banks and Kim Daus explain exactly what the customer community is and then reveal the tenets that will make it strong: sustainability, size and scalability, social connectivity, and soul. The authors show how to "communitize" commerce, build a solid base of repeat customers, and create value for the customer, and they explain how to manage a site in a cost-effective way. Customer.Community will help cultivate a mind-set to leverage the collective, untapped power of your customer base.
Author | : Adam Arvidsson |
Publisher | : Routledge |
Total Pages | : 177 |
Release | : 2006-04-19 |
Genre | : Business & Economics |
ISBN | : 1134277873 |
Brands are now a dominant feature of everyday life. Drawing on rich empirical material, this book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value.
Author | : Curtis P. Haugtvedt |
Publisher | : Psychology Press |
Total Pages | : 1892 |
Release | : 2018-12-07 |
Genre | : Psychology |
ISBN | : 1136676201 |
This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.