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The Phenomenon of Cult Brands
Cult Brands belong to the world’s most powerful brands and have thus increasingly garnered attention and sparked interest. To date though, there is no common understanding of what a cult brand actually is. As a pioneer in this field, Dimitri Wittwer focused his dissertation on these kinds of brands. In his research he revealed the key characteristics of cult brands, drawing on interdisciplinary literature and both qualitative and quantitative research with more than 5,000 participants ranging from con- sumers to experts in a variety of disciplines. The author empha- sizes the strong relevance of a brand’s cultural change orienta- tion in its evolution to becoming a cult brand and develops two models: the Cult Brand Model focusing on building cult brands and the Cult Brand Status Scale allowing the measurement of a brand’s cult status from a consumer perspective.
Consumers' Selves and Marketing
Consumers' self-concept plays a key role in consumer behavior. Against this background, this doctoral thesis is dedicated to the examination of important aspects related to consumers' self. In three papers, Daniela Herzog studies consumers' self in the context of marketing from three different perspectives. In Paper 1, she provides a better understanding of the two types of consumers' self-concepts (actual and ideal self) and how they are construed. In Paper 2, she examines how an activated ideal self (i.e., ideal self-congruence) and its different facets (e.g., related to status or friendship) influence the perceptions of brands and consumers' emotions simultaneously. Finally, in Paper 3, s...
The Role of Marketing Capabilities in the Luxury Competitive Arena
This dissertation explores the role of marketing capabilities in the luxury competitive arena. The concept of the strategic competitive arena is a relatively new and hardly examined phenomenon in management research, which increasingly gains on importance on the background of intensified cross-industry competition and market dynamism (Day 2004; McGrath 2013). In my dissertation thesis, I turn attention to this phenomenon by specifically focusing on the strategic luxury competitive arena. Following the resource-based view of the firm (Barney 1991; Helfat 2007; Peteraf 1993), I show how companies competing in this strategic arena deploy arena-specific marketing capabilities in order to improve their marketing performance and achieve sustained competitive advantage.
Improving Homeland Security Decisions
Are we safer from terrorism today and is our homeland security money well spent? This book offers answers and more.
Ageing in Europe - Supporting Policies for an Inclusive Society
SHARE is an international survey designed to answer the societal challenges that face us due to rapid population ageing. How do we Europeans age? How will we do economically, socially and healthwise? How are these domains interrelated? The authors of this multidisciplinary book have taken a further big step towards answering these questions based on the recent SHARE data in order to support policies for an inclusive society.
Index of Patents Issued from the United States Patent and Trademark Office
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Visitors to Versailles
What was it like to visit one of the most magnificent courts of Europe? Based on a wealth of contemporary documents and surviving works of art, this lavish book explores the experiences of those who swarmed the palace and grounds of Versailles when it was the seat of the French monarchy. Engaging essays describe methods of transportation, the elaborate codes of dress and etiquette, precious diplomatic gifts, royal audiences, and tours of the palace and gardens. Also presented are the many types of visitors and guests who eagerly made their way to this center of power and culture, including day-trippers and Grand Tourists, European diplomats, overseas ambassadors, incognito travelers, and Americans. Through paintings and portraits, furniture, costumes and uniforms, arms and armor, guidebooks, and other works of art, Visitors to Versailles illuminates what travelers encountered at court and what impressions, gifts, and souvenirs they took home with them. In bringing to life their experiences, this sumptuously illustrated volume reminds us why Versailles has enchanted generations of visitors from the ancien régime to the present day.
A Research Agenda for Small and Medium-Sized Towns
This is an open access title available under the terms of a CC BY-NC-ND 4.0 License. It is free to read, download and share on Elgaronline.com. Exploring current debates on the topic, this book maps out an agenda for theory, research and practice about the role and function of small and medium-sized towns in various contexts and at different territorial scales. Chapters highlight new insights and approaches to studying small and medium-sized towns, moving beyond the ‘urban bias’ to provide nuanced thought on these spaces both in terms of their relation to larger cities, and in terms of implications related to their size.
