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 Brand Names, Adoption and Diffusion. An Exploratory Study of the Impact of Brand Names on Innovations in the Baby Care Industry
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Brand Names, Adoption and Diffusion. An Exploratory Study of the Impact of Brand Names on Innovations in the Baby Care Industry

автор Alice W. издательство Книга по Требованию Маркетинг в рекламе. Коммуникативная и интегративная сущность кампаний
Cтраниц 80        мягкая обложка       
Аннотация:Brand names have inherent meanings because they are able to evoke associations upon hearing without any product attached to it. Next, it casts doubts to whether it is social pressures according to Bass or the product' s superior performance that accelerates the diffusion, which is enhanced further by an appropriate brand name. Thus, this study adds to branding innovations, naming brands, and adoption and diffusion literature, being the first to combine these concepts in the context of the baby care industry. Thereby, it contributes new insights, that are valuable to marketers as well, and opens arrays for future research. The current study explores the baby care industry in light of adoption and diffusion of two different types of innovation and how this can be affected by branding strategies and brand names. It finds that, in the baby care industry, differentiation is not the appropriate branding strategy for radical innovations, which is counterintuitive to the dominating logic on branding innovations. The customers in the baby care industry are emotion laden and appreciate a feeling of trust to a new product and / or a new brand starting with the brand name.
Автор: Alice W.
Издательство: Книга по Требованию
Год:2011
Цена:
1877 руб
Нет в наличии
Поиск: Brand Names, Adoption and Diffusion. An Exploratory Study of the Impact of Brand Names on Innovations in the Baby Care Industry
НОВЫЙ ГОД СИМВОЛ 2013 ГОДАУКРАШЕНИЯ
КАРНАВАЛ НА НОВЫЙ ГОД РАСПРОДАЖА
Ортомолекулярная медицина Orthomol Устрание причин заболеваний. Ортомоль это новый метод для лечения и профилактики болезней. Orthomol - ортомолекулярная медицина.
Фильтры для точечных изображений в Adobe

Фильтр Sumi-e (Суми-з) Фильтр Sumi-e (Суми-з) служит для имитации своеобразной графической техники Sumi-e (один из популярных стилей японской каллиграфии) (рис. 12-27). Рис. 12-27. Диалоговое окно Sumi-e (Суми-з) Значение поля S roke Wid h (Длина штриха) определяет длину штриха в диапазоне от 3 до 15, а в поле S roke Pressure (Нажим) — его нажим в диапазоне от 0 до 15. В поле Co ras (Контраст) устанавливают уровень контраста в диапазоне от О до 40. Фильтры группы Dis or (Деформация) Фильтры группы Dis or (Деформация) служат для геометрических искажений изображений и создания разнообразных пластических эффектов. Фильтр Diffuse Glow (Рассеянный свет) Фильтр Diffuse Glow (Рассеянный свет) служит для имитации просмотра изображения сквозь матовое стекло, туман или другую рассеивающую свет среду (рис. 12-28). В поле Grai i ess (Зернистость) в диапазоне от 0 до 10 устанавливается относительный размер элементов рассеяния, а в поле Glow Amou (Эффект) в диапазоне от 0 до 20 — степень рассеяния. Поле Clear Amou (Оригинал) в диапазоне от 0 до 20 определяет уровень отображения оригинала. Рис. 12-28. Диалоговое окно Diffuse Glow (Рассеянный свет) Фильтр Glass (Стекло) Фильтр Glass (Стекло) предназначен для имитации видимости изображения сквозь различные типы неровного стекла, имеющего разнообразную текстуру (рис. 12-29). Рис. 12-29. Диалоговое окно Glass (Стекло) В поле Dis or io (Искажение) в диапазоне от 0 до 20 устанавливается уровень трансформации изображения, а в поле Smoo h ess (Смягчение) в диапазоне от 1 до 15 — степень сглаженности.
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