Advertising: Types Of Methods, Perceptions And Impact On Consumer Behavior (advertising: Media, Marketing And Consumer Demands)

In this text, the authors present current research in the study of advertising methods and perceptions and their impact on consumer behaviour. The topics discussed include the use of tourism distribution channels for advertising a religious 'imagined community' in Arcadia, Greece; investing in culture and intercultural relations for advertising and sustainable development of the contemporary European city with the framework of international city branding; a social psychological perspective of marketing strategies appealing to the consumers' uniqueness; social media advertising and its important role in representing and influencing consumer choices; cultural characteristics and how they moderate consumer response to positive and negative feeling advertisements; and consumers and brand loyalty. ADVERTISING TYPES OF METHODS, PERCEPTIONS AND IMPACT ON CONSUMER BEHAVIOR ADVERTISING TYPES OF METHODS, PERCEPTIONS AND IMPACT ON CONSUMER BEHAVIOR Library of Congress Cataloging-in-Publication Data CONTENTS PREFACE Chapter 1 THE USE OF TOURISM DISTRIBUTION CHANNELS FOR ADVERTISING A RELIGIOUS‘ IMAGINED COMMUNITY’: THE CASE OF BRANDING A PREFECTURE AT A REGIONAL LEVEL, ARCADIA, GREECE ABSTRACT 1. INTRODUCTION 2. LITERATURE REVIEW 3. METHODOLOGY 4. RESULTS CONCLUSION REFERENCES Chapter 2 INVESTING IN CULTUREAND INTERCULTURAL RELATIONS FOR ADVERTISING AND SUSTAINABLE DEVELOPMENT OF THE CONTEMPORARY EUROPEAN CITY WITHIN THE FRAMEWORK OF INTERNATIONAL CITY BRANDING AND MARKETING: THE CASE STUDY OF THE INTERCULTURAL FESTIVAL OF TRIESTE, ITALY ABSTRACT 1. THE SYNTHESIS OF THE CONTEMPORARY CITIES -THE IDENTITY OF THE CONTEMPORARY CITY 2. INTERCULTURAL RELATIONS: AN INTERCULTURAL APPROACH OF THE MODERN CITY. THE THEORETICAL FRAMEWORK 3. CURRENT TRENDS OF CITY BRANDING - CITY MARKETING AND THE ROLE OF CULTURAL FESTIVALS AS TOOLS FOR THE CITY’S DEVELOPMENT 4. THE ROLE OF ART FESTIVAL IN ESTABLISHING INTERCULTURAL DIALOGUE AMONG PARTICIPANTS AND SOCIAL COHESION 5. THE MUNICIPALITY OF TRIESTE, ITALY: SPAESATI INTERCULTURAL FESTIVAL CONCLUSION REFERENCES Chapter 3 EXPLAINING THE EFFECTIVENESS OF APPEALS TO UNIQUENESS: A SOCIAL PSYCHOLOGICAL PERSPECTIVE ABSTRACT INTRODUCTION DISTINCTIVENESS: A CULTURALLY VARIABLE MOTIVE SOCIAL STATUS AND THE UNIQUENESS MOTIVE CONCLUSION REFERENCES Chapter 4 DISCURSIVE ANALYTICAL METHODS FOR EXAMINING CUSTOMERS’ ONLINE TALK ABSTRACT INTRODUCTION DISCURSIVE PSYCHOLOGY MEMBERSHIP CATEGORIZATION ANALYSIS CONCLUSION REFERENCES Chapter 5 HOW CULTURAL CHARACTERISTICS MODERATE CONSUMER RESPONSES TO POSITIVE AND NEGATIVE FEELIN GADVERTISEMENTS ABSTRACT INTRODUCTION THEORETICAL BACKGROUND AND HYPOTHESES METHOD RESULTS CONCLUSION REFERENCES Chapter 6 MY DEAR BRANDS, WHEN YOU TRANSGRESS, SHOULD I FORGIVE YOU? RELATIONSHIP TYPES BETWEEN CONSUMERS AND BRANDS ABSTRACT MY DEAR BRANDS, WHEN YOU TRANSGRESS, SHOULD I FORGIVE YOU: RELATIONSHIP TYPES BETWEEN CONSUMERS AND BRANDS TRANSACTION EXCHANGE MODEL BRANDS AS RELATIONSHIP PARTNER MODEL MARRIAGE MODEL: CONFLICT AND FORGIVENESS REFERENCES INDEX In this book, the authors present current research in the study of advertising methods and perceptions and their impact on consumer behavior. Topics discussed include the use of tourism distribution channels for advertising a religious "imagined community" in Arcadia, Greece; investing in culture and intercultural relations for advertising and sustainable development of the contemporary European city with the framework of international city branding; a social psychological perspective of marketing strategies appealing to the consumers' uniqueness; social media advertising and its important role in representing and influencing consumer choices; cultural characteristics and how they moderate consumer response to positive and negative feeling advertisements; and consumers and brand loyalty.--Publisher description