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Brand hate : Navigating consumer negativity in the digital world, 2nd
Focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis.
B2B Brand Management
Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.
Adapting dermal fillers in clinical practice
There have been many different brands of dermal fillers approved for use for soft tissue augmentation in the US market alone, comprising four different types of temporary fillers and one permanent type, with several other brands and types also available elsewhere in the world. Against such a potentially bewildering variety and range of choices, this new text offers a scientific and an anatomic rationale for why a particular filler should be selected as optimal for each individual location and indication and how it should best be used in treatments. International experts share their clinical knowledge and expertise to guide all levels of aesthetic practitioners toward the best results for each individual patient.
Acceptance and Usage of Technology through the Digital User Experience
Sheds light on the challenges and solutions for companies when dealing with the online consumer on social media and in the era of Web 4.0. It investigates the digital transformation in terms of customer experience, customer empowerment, resistance, influencer marketing, and trust. The volume shows how consumers perceive, react and behave towards brands’ digital marketing strategies in addition to the barriers, constraints, advantages and modes of action of online consumers.
A Theory of Marketing : Outline of a Social Systems Perspective
Marketing has become one of the most influential forces in contemporary market economies. Yet despite ubiquitous empirical presence, uncountable textbook definitions, and sixty years of scholarly work, a coherent sociological understanding of this powerful concept is still amiss. Drawing on Luhmannian social systems theory, historical analysis, and four qualitative studies, the author theorizes on the marketing function as a self-contained system of communications. It is argued that marketing systems prosper within a host organization if and as long as they successfully influence observers' preferences towards particular brands. On these conceptual foundations a comprehensive brand- and communication-centered theory is developed that fulfills Alderson', Cox' and Bartels' foundational requirements for a general theory of marketing in an unprecedented way.
