The "Harry Potter" Brand. Sense of Community, Attitudinal Loyalty, and Purchase Behavior PDF Download

Author: Lily Marfisi
Publisher:
ISBN: 9783668032651
Category :
Languages : de
Pages : 120

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Book Description
Master's Thesis from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 17/20, course: Evaluation of the Impact of a Person's Sense of Community on Attitudinal Loyalty and Purchase Behavior regarding the Harry Potter brand, language: English, abstract: Within the past decade, Harry Potter has become a multi-billion dollar brand with millions of fans all over the world. The fan base community has developed with the rise of the Internet and new means of interaction. They have had a real power of decision over the brand's managers, and are a key element to the success of Harry Potter. This study will focus on people's sense of community and on the existence of a relationship between this sense of community and people's loyalty and purchase behaviors towards the Harry Potter brand. The problematic to this study is "How does a person's sense of community impact its attitudinal loyalty and purchase behavior regarding the Harry Potter brand?."

Author: Lily Marfisi
Publisher: GRIN Verlag
ISBN: 3668032645
Category : Business & Economics
Languages : en
Pages : 120

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Book Description
Master's Thesis from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 17/20, , course: Evaluation of the Impact of a Person's Sense of Community on Attitudinal Loyalty and Purchase Behavior regarding the Harry Potter brand, language: English, abstract: Within the past decade, Harry Potter has become a multi-billion dollar brand with millions of fans all over the world. The fan base community has developed with the rise of the Internet and new means of interaction. They have had a real power of decision over the brand’s managers, and are a key element to the success of Harry Potter. This study will focus on people’s sense of community and on the existence of a relationship between this sense of community and people’s loyalty and purchase behaviors towards the Harry Potter brand. The problematic to this study is “How does a person’s sense of community impact its attitudinal loyalty and purchase behavior regarding the Harry Potter brand?”.

Author: S. Gunelius
Publisher: Springer
ISBN: 0230594107
Category : Business & Economics
Languages : en
Pages : 194

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Book Description
The Harry Potter books are the bestselling books of all time. In this fascinating study, Susan Gunelius analyzes every aspect of the brand phenomenon that is Harry Potter. Delving into price wars, box office revenue, and brand values, amongst other things, this is the story of the most incredible brand success there has ever been.

Author: Avi Shankar
Publisher: Routledge
ISBN: 1136414673
Category : Business & Economics
Languages : en
Pages : 348

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Book Description
Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates meaningful social relationships. The social ‘links’ (social relationships) are more important than the things (brands etc.) The aim of this book is therefore to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management.

Author: Robert Passikoff
Publisher: John Wiley & Sons
ISBN: 0470088796
Category : Business & Economics
Languages : en
Pages : 256

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Book Description
Praise for Predicting Market Success "Predicting Market Success has come at the right time for major companies. The value of understanding the dimensions of your brand's unique appeal and strength of preference is indispensable for brand strategy today. This book is well worth your time." —Joseph T. Plummer, Chief Research OfficerThe Advertising Research Foundation "In the competitive world of branding, understanding what drives consumer loyalty is the cornerstone of a brand's continued success. Passikoff's market-driven insights on how to obtain, analyze, and utilize loyalty metrics will help you make strategic, brand-enhancing decisions." —Seth M. Siegel, Cochairman, The Beanstalk Group "Passikoff is the guy who can explain to me why people buy certain things from certain companies, even though other things by other companies seem just as good. With his great feel for pop culture and almost philosophical outlook, he understands what makes consumers tick-and stick." —Lenore Skenazy, syndicated columnist "Loyalty is a key component of the strength of a brand and brand equity, and Passikoff understands loyalty like few others. In this book, he captures the essence of loyalty and branding in a practical way-showing how loyalty drives profitability." —Erich Joachimsthaler, Chairman, Vivaldi Partners "If you want a business book that will make you feel justified, complimented, and comfortable, don't read this. If you want a book to challenge your beliefs about brand marketing right down to the core, you can't afford not to." —John Gaffney, Executive Editor, Peppers & Rogers Group

Author: Stephen Brown
Publisher: Great Brand Stories S.
ISBN: 9781904879305
Category : Advertising
Languages : en
Pages : 0

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Book Description
Harry Potter may not be the biggest brand in the world, or the most venerable, but his story is one of the most dramatic. This book tells the story of the Harry Potter brand and how it has taken the entertainment world by storm. Joanne K Rowling and her fabulous money-spinning creation is a contemporary fairytale, a 21st century version of the classic cornucopian chronicle. An impoverished single parent pens an accidental bestseller, which grows exponentially. The book begets more books, which beget movies and merchandise and huge media coverage. Today, Harry Potter is as much a brand as Tom Cruise, Starbucks or even Heinz. This book provides a fascinating insight into how Harry Potter became one of the world's most recognised brands in an extraordinarily short period of time.

Author: Syed Salman Qadri
Publisher: GRIN Verlag
ISBN: 334653622X
Category : Business & Economics
Languages : en
Pages : 28

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Book Description
Academic Paper from the year 2021 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: B, , course: Marketing, language: English, abstract: Regardless of the way that the cosmetic products organisations go through lot of cash to uncover buyers through various kinds of attractive advertising. Advertising is for the most part used for promoting products. The objective of this study is to discover the promoting effects on the buyer's purchasing decisions concerning cosmetic products in Karachi city. Customer demeanour and other related social changes may happen because of the impact of various kinds of advertisement exceptionally on cosmetic products adverts. This was done by using distributed questionnaires in all 7 districts of Karachi city as a sample, and receiving 200 complete questionnaires from respondents. Data was analysed by using different statistical techniques such as descriptive, correlation, and regression analysis.

Author: Delbert I. Hawkins
Publisher: McGraw-Hill/Irwin
ISBN: 9780072865493
Category : Consumer Behavior
Languages : en
Pages : 0

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Book Description
Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.

Author: Michael Hyman
Publisher: John Wiley & Sons
ISBN: 0470632569
Category : Business & Economics
Languages : en
Pages : 651

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Book Description
The tools you need to identify, obtain, record, and analyze data Sure, access to data is faster and easier to obtain than ever before, but how do you cut through the clutter of information to find what's most useful and organize it to suit your purposes? Marketing Research Kit For Dummies supplies a brimming box of tools that help you mine mountains of data, find the sources you need, and focus your marketing plan. Whether you're an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource and companion CD provide you with hands-on tools you need to identify, obtain, record, and analyze secondary, data-electronic and print-for developing or revising a marketing plan, launching a new product or service, or implementing long-term strategic planning. It also offers clear, in-depth instructions and customizable forms for conducting your own primary research. Includes complete instructions for writing a research plan, conducting depth interviews, and focus groups Fully explains the process of sampling, analyzing data, and reporting results Features tips on developing questionnaires for face-to-face, Internet, and postal surveys Helps you keep an eye on your competition and analyze their results When money is tight and everything is on the line, you need to make sure you've done your homework. You need Marketing Research Kit For Dummies. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Author: M. Beverland
Publisher: Springer
ISBN: 0230250807
Category : Business & Economics
Languages : en
Pages : 276

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Book Description
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.