Advertising: Types of Methods, Perceptions and Impact on Consumer Behavior

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