Marketing Communications and Brand Development in Emerging Economies Volume I: Contemporary and Future Perspectives (Palgrave Studies of Marketing in Emerging Economies)

Preface
Praise for Marketing Communications and Brand Development in Emerging Economies Volume I
Contents
Notes on Contributors
List of Figures
List of Tables
Part I: Introduction
1: Marketing Communications and Brand Development: An Introduction
	Introduction
	Marketing Communications
	Brand Development
	Marketing Communications and Brand Development: Emerging Trends
	The Context: Emerging Markets
	Book Thematic Areas
	Conclusion
	References
Part II: Contemporary Perspectives on Marketing Communications and Brand Development: Destination Brand Management and Brand Avoidance
	2: The Progress of Destination Marketing in Emerging Economies: A Focus on ASEAN
		Introduction
		Competitiveness and Destination Marketing in Emerging Economies
		The Progress of Destination Marketing Research
		Destination Marketing During COVID-19
		Destination Marketing and the Role of Stakeholders
		Conclusion
		References
	3: Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE
		Introduction
		Theoretical Significance of Nation Branding
		Nation Branding as a Strategic Approach in UAE
			Relevance, Scope, and Evolution of Nation Brand in UAE
			Efforts Towards Nation Branding by UAE: A Holistic Approach
		Strategic Lessons for Emerging Economies
		Conclusion
		References
	4: Bank Brand Avoidance: Service Perspectives from Nigeria and Ghana
		Introduction
		Context of the Study
		Brand Avoidance: A Review of Literature
		Major Forms of Brand Avoidance
			Experiential Brand Avoidance
			Identity Brand Avoidance
			Moral Brand Avoidance
			Deficit-Value Brand Avoidance
			Advert Brand Avoidance
		Alternative Forms of Brand Avoidance
		Methodology
		Presentation of Findings
			Brand Avoidance Resulting from Lack of Empathy
			Brand Avoidance Resulting from Delays and Complex Procedures
			Brand Avoidance Resulting from Service Failure Relating to Technology
		Discussion of Findings and Conclusion
		Implications and Recommendations
		Limitations and Recommendations for Future Studies
		References
Part III: Contemporary Perspectives on Marketing Communications and Brand Development: Sponsorship, Health and Personal Branding
	5: Sponsorship: Practices and Benefits in Emerging Markets
		Introduction
		What Is Sponsorship?
		How Sponsorship Works
		Benefits of Sponsorship
			External Brand Benefits
			Internal Benefits
			Financial Benefits to the Sponsor
		Risks Associated with Sponsorship
		Sponsorship Issues in Emerging Markets
		Conclusion
		References
	6: Sports Marketing Communications in South America
		Introduction
			Sports as Media Content
			Sports Events as Communication Platform
				Sports Events: Definition of Events and Sports Events
				Use of Sports Events as Part of Marketing
			Sports Tournaments: World Cups and their Qualifiers
			Television Audience of the Qualification Matches: The Case of Peru
				Audience: Motivations and Measuring Ways
				Audience of the Matches of Peru in the World Cup Qualifiers for Russia 2018
		Conclusion
		References
	7: Social Media-Driven Consumer–Brand Interactions in Mexico: Healthy Food Brands Versus Indulgent Food Brands
		Introduction
		Theoretical Framework
			Consumer Motivations to Use Social Networks
			Consumers’ Use of Facebook Brand fan Pages
			Healthy and Indulgent Food Brands
			Methodology
		Results
			Discussion
		Conclusion
			Managerial Implications for Emerging Economies
		Appendix 1 Informant Profile
		Appendix 2 Description of Selected Brand fan Pages
			Health Food Brand fan Pages
			Indulgent Food Brand fan Pages
		References
	8: Health and Lifestyle Branding
		Introduction
		Healthy Lifestyle: The Creation of a Healthy Lifestyle Consumer
			Risk Factors Associated with Unhealthy Lifestyle
		Segmentation in Social and Health Marketing
			Brands’ Promotion and Communication Strategies for Positioning of Healthy Lifestyle Behaviour in Emerging Economies
		Enablers of Healthy Lifestyle Adaptation
		Demographic Factors
		Psychological Factors
			Self-Identity
			Self-Efficacy and Perceived Behavioural Control
			Health Consciousness
			Susceptibility to Interpersonal Influence and Subjective Norms
			Environmental Concerns and Sustainability Issues
			Global Consumption Orientation
			Consumer Knowledge
			Attitudes Towards a Healthy Lifestyle
		Recommendations for Healthy Lifestyle Branding and Promotions
			Target Older and Younger Consumers with Unique Brand Propositions
			More Focus on Female Consumers
			Socioeconomic Status Is Relevant for Identifying Health-Conscious Consumers
			More Education to Promote Healthy Lifestyles
			Linking Health Self-Identity to Brand Identity
			Commit to Promoting Health Consciousness
			Communicate “Yes, you Can” Messages
			Use Reference Groups to Encourage Healthy Lifestyles
			Put Environmental Concerns and Sustainability at the Forefront of Brand Strategy
			Encourage Global Connectivity through Healthy Lifestyles
			Help Consumers to Understand Health Issues Better
			Build Positive Attitudes about a Healthy Lifestyle
		Conclusion
		References
	9: Personal Branding
		Introduction
		Branding and Brands
		Personal Branding
		The Personal Brand
			Personal Branding in the Workplace
			Personal Brand Equity
			Personal Brand Loyalty
		Personal Brand Elements
		Steps (or Processes) in Personal Branding
			Step 1: Self-Evaluation
			Step 2: Discover Your USP
			Step 3: Know Your Target Audience
			Step 4: Know the Competition
			Step 5: Craft a Personal Brand Profile
			Step 6: Create a Balance Scorecard
			Step 7: Be and Remain Visible
			Building an Online Personal Brand
			Personal Branding in the Age of Social Media
			Personal Branding Examples from Emerging Markets
			Aliko Dangote
			Jack Ma
			Priyanka Chopra
			Davido
			Neymar
			Recommendations for Building Your Personal Brand
		Conclusion
		References
Part IV: Contemporary and Futuristic Approaches to Marketing Communications and Brand Development
	10: Neuromarketing: The Role of the Executive Function in Consumer Behaviour
		Introduction
		Executive Function and Its Dimensions
			Inhibitory Control
			Working Memory
			Cognitive Flexibility
		Congruent and Incongruent Marketing and Executive Function
		Linking Executive Function Studies to Marketing Campaigns in Emerging Economies
		Rethinking Marketing Campaigns and Implications for Emerging Markets
		Conclusion and Future Research Directions
		Appendix
		References
	11: Advertising in Virtual Reality: A Hierarchy of Effects Paradigm
		Introduction
		Advertising in an Emerging Market (the African Context)
		Traditional Advertising Media
		Virtual Reality
		Features of VR that Support Advertising
			Advertisements and Virtual Reality
			Some VR Ad Placement Techniques
		Hierarchy of Effects Model
		VR, Advertisement, and Hierarchy of Effects Model
			HoE in VR
		Recommendations
		Conclusion
		References
	12: The Future of Marketing: Artificial Intelligence, Virtual Reality, and Neuromarketing
		Introduction
		Definitions of Key Concepts
			Artificial Intelligence
			Virtual Reality
			Neuromarketing
		Contemporary Marketing Discourse
			Artificial Intelligence
			Virtual Reality
			Neuromarketing
		Discussion and Implications for Marketing Managers
			Artificial Intelligence
			Virtual Reality
			Neuromarketing
		Direction for Future Research in Marketing Communications
		Conclusion
		References
	13: Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Emerging Markets
		Introduction
		Digital Marketing Framework for Brands in Emerging Markets
			Collaborate
			Firm Perspective
			Consumer Perspective
			Society Perspective
			Positioning
			Personalisation
			Purchase
				Marketer’s Benefit
				Consumer’s Benefit
		Structure of Digital Marketing
			Inbound and Outbound Marketing
				Digital Marketing and Integrated Marketing Communication (IMC) for Brand Building
				Purchase
				Implications
		References
Index