The Harry Potter Brand Sense Of Community Attitudinal Loyalty And Purchase Behavior - [PDF] Full eBook Download


Author : ,

ISBN10 : 3668032645

Publisher : GRIN Verlag

Number of Pages : 114

Category : Business & Economics

Viewed : 949


Book Summary: 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

Author : Bernard Cova,Robert Kozinets,Avi Shankar

ISBN10 : 1136414665

Publisher : Routledge

Number of Pages : 360

Category : Business & Economics

Viewed : 1025


Book Summary: 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.

Brand Tribalism. Theoretical Foundation and Practical Application

Author : Alisa Zayasenko

ISBN10 : 3668400946

Publisher : GRIN Verlag

Number of Pages : 36

Category : Business & Economics

Viewed : 373


Book Summary: Essay from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, Munich Business School University of Applied Sciences, language: English, abstract: Brand tribalism is a sociological concept enrooted in the idea that today’s consumers look for products that offer more than just quality and functionality by uniting people with each other. This research paper explains this concept by exploring the theoretical foundations of the term as well as its application to the marketing practice. This work has two main objectives. The first is to provide solid theoretical information about the idea of brand tribalism including characteristics, structures and types of brand tribes. The second objective is to present how the concept of brand tribalism can be applied to the marketing management and how it affects customers. Furthermore, marketing activities of two companies present on the market will be researched in connection with the concept of brand tribalism.

The Starbucks Brand

Author : Silke Specht

ISBN10 : 3656487650

Publisher : GRIN Verlag

Number of Pages : 23

Category : Business & Economics

Viewed : 1199


Book Summary: Research paper from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, University of Southern Denmark, language: English, abstract: This project assignment shall provide some insights into the problems Starbucks has to face today, why they occurred and how they might be solved. More specifically this project focuses on the question: why have customer difficulties perceiving values added by Starbucks?

Relationship Marketing

Author : Steve Baron,Tony Conway,Gary Warnaby

ISBN10 : 1446200310

Publisher : SAGE

Number of Pages : 216

Category : Business & Economics

Viewed : 1583


Book Summary: Electronic Inspection Copy available for instructors here 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.

Plugged In

Author : Patti M. Valkenburg,Jessica Taylor Piotrowski

ISBN10 : 0300228090

Publisher : Yale University Press

Number of Pages : 320

Category : Psychology

Viewed : 1138


Book Summary: An illuminating study of the complex relationship between children and media in the digital age Now, as never before, young people are surrounded by media—thanks to the sophistication and portability of the technology that puts it literally in the palms of their hands. Drawing on data and empirical research that cross many fields and continents, authors Valkenburg and Piotrowski examine the role of media in the lives of children from birth through adolescence, addressing the complex issues of how media affect the young and what adults can do to encourage responsible use in an age of selfies, Twitter, Facebook, and Instagram. This important study looks at both the sunny and the dark side of media use by today’s youth, including why and how their preferences change throughout childhood, whether digital gaming is harmful or helpful, the effects of placing tablets and smartphones in the hands of toddlers, the susceptibility of young people to online advertising, the legitimacy of parental concerns about media multitasking, and more.

Harry Potter and the Order of the Phoenix

Author : J.K. Rowling

ISBN10 : 1781100241

Publisher : Pottermore Publishing

Number of Pages : 901

Category : Fiction

Viewed : 1275


Book Summary: 'You are sharing the Dark Lord's thoughts and emotions. The Headmaster thinks it inadvisable for this to continue. He wishes me to teach you how to close your mind to the Dark Lord.' Dark times have come to Hogwarts. After the Dementors' attack on his cousin Dudley, Harry Potter knows that Voldemort will stop at nothing to find him. There are many who deny the Dark Lord's return, but Harry is not alone: a secret order gathers at Grimmauld Place to fight against the Dark forces. Harry must allow Professor Snape to teach him how to protect himself from Voldemort's savage assaults on his mind. But they are growing stronger by the day and Harry is running out of time... Having now become classics of our time, the Harry Potter ebooks never fail to bring comfort and escapism to readers of all ages. With its message of hope, belonging and the enduring power of truth and love, the story of the Boy Who Lived continues to delight generations of new readers.

Marketing Research Kit For Dummies

Author : Michael Hyman,Jeremy Sierra

ISBN10 : 9780470632567

Publisher : John Wiley & Sons

Number of Pages : 416

Category : Business & Economics

Viewed : 953


Book Summary: 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.

Advances in Advertising Research (Vol. VII)

Author : George Christodoulides,Anastasia Stathopoulou,Martin Eisend

ISBN10 : 3658152206

Publisher : Springer

Number of Pages : 315

Category : Business & Economics

Viewed : 858


Book Summary: Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

The Riddles of Harry Potter

Author : Shira Wolosky

ISBN10 : 0230115578

Publisher : Springer

Number of Pages : 225

Category : Fiction

Viewed : 671


Book Summary: The Riddles of Harry Potter draws readers into the deeper meanings of these phenomenally successful books, arguing that they launch and pursue interpretive quests in an ongoing effort to understand patterns and their attendant meanings, implications, and consequences.


Author : Adam Arvidsson

ISBN10 : 1134277865

Publisher : Routledge

Number of Pages : 176

Category : Social Science

Viewed : 1507


Book Summary: Drawing on rich empirical material, this revealing book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value. When branding lifestyles or value complexes onto their products, companies assume that consumers desire products for their ability to give meaning to their lives. Yet, brands also have a key function within managerial strategy. Examining the history of audience and market research, marketing thought and advertising strategy; the first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics to present the first systematic theory of brands: the brand as a key institution in information capitalism. It includes chapters on: consumption marketing brand management online branding the brand as informational capital. Richly illustrated with case studies from market research, advertising, shop displays, mobile phones, the internet and virtual companies, this outstanding book is essential reading for students and researchers of the sociology of media, cultural studies, advertising and consumer studies and marketing.

Consumer Behaviour in Tourism

Author : Susan Horner,John Swarbrooke

ISBN10 : 1317746899

Publisher : Routledge

Number of Pages : 454

Category : Business & Economics

Viewed : 520


Book Summary: Now fully revised and updated, the third edition of this bestselling text provides students with a vital understanding of the nature of tourism and contemporary tourists behaviour in political, social and economic context and how this knowledge can be used to manage and market effectively in a variety of tourism sectors including: tourism operations, tourist destinations, hospitality, visitor attractions, retail travel and transport. This third edition has been updated to include: New material on the impacts of IT on research and marketing communications, the rise and influence of social media and virtual technology, the growth in the interest of sustainable tourism products including slow food, the experience economy and new consumer experiences including fulfilment. New international case studies throughout including growth regions such as the Middle East, Russia, Europe, China, India and Brazil. New companion website including Power point slides and a case archive. Each chapter features conclusions, discussion points and essay questions, and exercises, at the end, to help tutors direct student-centred learning and to allow the reader to check their understanding of what they have read. This book is an invaluable resource for students following tourism courses.

The Remains of the Day

Author : Kazuo Ishiguro

ISBN10 : 0345809335

Publisher : Vintage Canada

Number of Pages : 256

Category : Fiction

Viewed : 780


Book Summary: Kazuo Ishiguro's Booker Prize-winning masterpiece became an international bestseller on publication, was adapted into an award-winning film, and has since come to be regarded as a modern classic. The Remains of the Day is a spellbinding portrayal of a vanished way of life and a haunting meditation on the high cost of duty. It is also one of the most subtle, sad and humorous love stories ever written. It is the summer of 1956, when Stevens, a man who has dedicated himself to his career as a perfect butler in the one-time great house of Darlington Hall, sets off on a holiday that will take him deep into the English countryside and, unexpectedly, into his own past, especially his friendship with the housekeeper, Miss Kenton. As memories surface of his lifetime "in service" to Lord Darlington, and of his life between the wars, when the fate of the continent seemed to lie in the hands of a few men, he finds himself confronting the dark undercurrent beneath the carefully run world of his employer.

30-Minute Social Media Marketing: Step-by-step Techniques to Spread the Word About Your Business

Author : Susan Gunelius

ISBN10 : 0071748652

Publisher : McGraw Hill Professional

Number of Pages : 272

Category : Business & Economics

Viewed : 1016


Book Summary: BIG PRESENCE isn't just for BIG COMPANIES anymore! A social media marketing handbook for small business owners on the go Social media has opened the door to anyone who wants to promote themselves--including small businesses. Designed specifically for busy small business owners, this book puts you on the fast track to maximizing your business's visibility and generating profits—regardless of the size of your marketing budget or the time you have to devote to it. 30-Minute Social Media Marketing provides 22 short chapters packed with real-world examples, templates, sample marketing procedures, and screen shots taking you step-by-step through the essentials. With little time and effort, you will master the arts of: Blogging and microblogging Social networking and bookmarking Audio and video E-books and webinars Direct and indirect marketing Brand and relationship building Word-of-mouth marketing Expanding your reach and establishing your position Integrating with traditional marketing Evaluating results By the end of the book, you will have completed a social-media marketing plan that produces real results and created a strategy for future marketing plans--all in just 30 minutes a day.

The Natural and the Supernatural Phenomena in

Author : Lenka Šerešová

ISBN10 : 3668356122

Publisher : GRIN Verlag

Number of Pages : 31

Category : Literary Criticism

Viewed : 902


Book Summary: Bachelor Thesis from the year 2015 in the subject English Language and Literature Studies - Literature, grade: A, , language: English, abstract: The Author of this thesis presents the natural and the supernatural phenomena in Harry Potter. Furthermore, analyses the significance of this novel, characterizes the target audience and novel ́s contribution to the society. The author also points to the unravelling of the idea of a primary and alternative world, which dominates the novel; compares the real and the fantastic world, but also real events, places, people, supernatural beings and objects which became the model for the storyline developed in this novel.

Harry Potter and the Deathly Hallows

Author : J.K. Rowling

ISBN10 : 1781100268

Publisher : Pottermore Publishing

Number of Pages : 784

Category : Fiction

Viewed : 320


Book Summary: 'Give me Harry Potter,' said Voldemort's voice, 'and none shall be harmed. Give me Harry Potter, and I shall leave the school untouched. Give me Harry Potter, and you will be rewarded.' As he climbs into the sidecar of Hagrid's motorbike and takes to the skies, leaving Privet Drive for the last time, Harry Potter knows that Lord Voldemort and the Death Eaters are not far behind. The protective charm that has kept Harry safe until now is broken, but he cannot keep hiding. The Dark Lord is breathing fear into everything Harry loves and to stop him Harry will have to find and destroy the remaining Horcruxes. The final battle must begin - Harry must stand and face his enemy... Having now become classics of our time, the Harry Potter ebooks never fail to bring comfort and escapism to readers of all ages. With its message of hope, belonging and the enduring power of truth and love, the story of the Boy Who Lived continues to delight generations of new readers.