Consumer behaviour and branding : concepts, readings and cases : the Indian context

Summary: India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study, and this book focuses on the behavioural principles of marketing and its application to branding in the Indian context.

Record details

ISBN: 9788131722367
ISBN: 9332501386
ISBN: 9789332501386
Physical Description: 1 online resource (1 volume) : illustrations
remote
Publisher: Chennai : Pearson Power : Dorling Kindersley (India), ©2009.

Content descriptions

Bibliography, etc. Note:	Includes bibliographical references and index.
Formatted Contents Note:	Long-term Memory -- Encoding and Information Retention -- Retention and Long-term Memory -- Retrieval of Information -- Other Aspects of Retrieval: -- Split-Brain Theory -- Touch of Reality -- Old Brands and New Communication -- Applying Learning Theories -- Strengths of Brand Associations -- Chapter 6: The Role of Motivation and Personality Dimensions in Brand Associations -- Multiplicity of Needs -- Types of Goals -- Extrinsic and Intrinsic Needs -- Perceived Contradictory Motivators -- Self-Concepts and their Implications -- Inner-directedness and Other-directedness -- Personality Traits and their Applications -- Consumer Innovativeness -- Ethnocentrism -- Optimum Stimulation Level -- Dogmatism -- Importance of Cognition -- Personality and Need for Variety -- Interpersonal Influence -- Self-Image and Possessions -- Brand Personality-Lessons from Indian Brands of the Yesteryear -- Brand Lifecycle and Brand Personality -- Box 6.1 Research on the Impact of Personality -- Self-expression and Emotion -- Touch of Reality -- Brand Personality and Self Concepts -- Chapter 7: Attitudes and Their Impact on Branding Strategies -- Linkages in Attitude Formation -- Marketing Implications -- Multi-components in attitudes -- How are Attitudes Formed -- Role of Beliefs in Attitude Formation -- Types of Influence on Attitude Formation -- Attitude towards Product Categories/Brands -- Changing the Basic Motivational Function -- Association with Events: -- Dealing with Conflicting Attitudes: -- Changing the Relative Evaluation of Attributes: -- Changing Brand Beliefs: -- Using a New Attribute Brand: -- Overall Attitude towards the Brand: -- Focusing on Competitive Brands: -- The Elaboration Likelihood Model (ELM) -- Ideal Point Model -- Implications of the Model: -- Touch of Reality -- Attitudes Matter in an Emerging Market -- Caselet.
Source of Description Note:	Print version record.