By Lynn R. Kahle, Chung-Hyun Kim
Книга developing photos and the Psychology of selling verbal exchange developing photos and the Psychology of selling verbal exchange Книги Психология, философия Автор: Lynn R. Kahle, Chung-Hyun Kim Год издания: 2006 Формат: pdf Издат.:Lawrence Erlbaum affiliates Страниц: 440 Размер: 3,6 ISBN: 0805852166 Язык: Английский0 (голосов: zero) Оценка:The objective of making photos and the Psychology of selling conversation is to increase the certainty of the idea that of photo because it is utilized to numerous parts of curiosity. It additionally serves to fulfill the starting to be curiosity in image-related stories via the general public and teachers, and gives an cutting edge and holistic method of the learn of photo. The textual content displays the significance of brand name leveraging because the sections disguise in-depth dialogue on cross-country and tourism pictures, company and sponsorship photographs, person and star photographs, and cultural and social photographs. It presents a entire and holistic examine the concept that of picture: the subjects variety from theories of photograph inventive to different photo experiences on a rustic, company, and person point. The sections hide the key issues at the moment being debated in photograph advertising and the psychology of communications. numerous new and cutting edge thoughts also are brought within the book.Creating photographs and the Psychology of promoting conversation is meant for teachers and students (including scholars) within the interdisciplinary fields of buyer psychology, advertising and marketing, and conversation
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Additional info for Creating Images and the Psychology of Marketing Communication
Keller and Aaker (1992) suggested that attributions about product source are particularly important for brand extensions. More specifically, they identify two aspects of producer credibility, expertise and trustworthiness, that are important in the evaluation of brand extensions. Personality. , Betty Crocker, The Marlboro Cowboy) or implicitly by associating the brand with human characteristics such as friendliness, competence, or gender. , Mrs. Olson from Folger’s Coffee, Mr. Whipple from Charmin) also associate personality with brands.
Aaker (1996) identified two categories of cobranded products: ingredient and composite. An ingredient cobrand is characterized by the combination of tangible products associated with each partnering brand in the formation of a new product. Examples of ingredient cobrands presently in the marketplace include the Pillsbury Oreo Bars Baking Mix, Sugar-Free Kool Aid with Nutrasweet and Gateway computer with the Intel Pentium processor. A composite cobrand alliance involves the combination of less tangible brand image associations.
He has done and supervised many studies on services marketing. He has published extensively in various international journals, including the Journal of Marketing Research, International Marketing Review, Journal of Business Ethics, Internal Journal of Small Business, Journal of International Consumer Marketing, Tourism Management, Psychology and Marketing, Journal of Travel Research and Social Indicators Research. Presently, he is on the editorial advisory boards of Management and Development, Journal of Asia Pacific Marketing, and Singapore Management Review.