Cover Image

Brand creation and management in the phygital era /

"This book contains formulas for brand development in a timeframe, when the physicality of marketing is a negative feature, and strategic brand management, desires a well-balanced synergy of physical and digital activities"-- Provided by publisher.

Bibliographic Details
Other Authors: Djakeli, Kakhaber, 1967- (Editor)
Format: eBook
Language:English
Published: Hershey, PA : IGI Global Scientific Publishing, [2025]
Subjects:
Branding (Marketing)
Stratégie de marque.
branding.
Electronic books.
Table of Contents:
  • Preface
  • Acknowledgments
  • Chapter 1. History of Branding, Its Current Status, and the Future of Phygitalization
  • Chapter 2. Brand Resonance in the Phygital Era: Fostering Loyalty Through Hybrid Engagement
  • Chapter 3. Brand Resonance and Brand Equity Construction Through Early Adopters
  • Chapter 4. The Essence of Brand and Branding and the History of the Concept Development
  • Chapter 5. Capturing Customers Spirit in the Digital Era
  • Chapter 6. Brand Creation Policy in the Phygital Environment
  • Chapter 7. Brand Equity Management and Marketing in the Digital Era: Strategies for Phygital Success
  • Chapter 8. Brand Equity Management and Marketing in the Digital Era
  • Chapter 9. Dietary Supplements Market in Romania: Trends, Opportunities, and Challenges in the Digital Age
  • Chapter 10. Digital Branding With Social Media Instruments
  • Chapter 11. Emotional Branding in Emerging Economies: Use of AI in Deciphering Symbolic and Cultural Dimensions of Sustainable Marketing
  • Chapter 12. Global Branding Partnerships for Financial Growth and SDG 17: Building Sustainable and Inclusive Economic Strategies
  • Chapter 13. Impact of Brand Perception, Brand Credibility, and Product Knowledge on Consumer Loyalty
  • Chapter 14. Marketing 4.0 and Next-Impact of Influencer Marketing on Consumer Behavior
  • Chapter 15. Marketing Intelligence for Brand Love by Leveraging AI and Analytics
  • Chapter 16. Optimizing Marketing Strategies Through Fuzzy-Based Brand Equity Analysis
  • Chapter 17. Redesigning Brand Strategies in the Phygital Era
  • Chapter 18. Star Power: Analysis of the Impact of Celebrity Endorsements on the Purchase Intentions of Sports Consumers
  • Chapter 19. Strategic Management for Digital Platform Brands in the Phygital Era
  • Chapter 20. Virtual Reality for Healthcare and Branding: Applications, Impact, and Ethics
  • Chapter 21. Effect of Social Media Influencers on Consumer Brand Engagement and Its Implications on Purchase Intention
  • About The Contributors
  • Index.