Table of Contents
Preface...... xix
Volume I
Section 1 Fundamental Concepts and Theories
Chapter 1 A Review of Psycho- vs. Socio-Linguistics Theories: An Application to Marketing Research...... 1 Juan Miguel Alcántara-Pilar, University of Granada, Spain Salvador del Barrio-García, University of Granada, Spain Esmeralda Crespo-Almendros, University of Granada, Spain Lucia Porcu, University of Granada, Spain
Chapter 2 Online Branding and Marketing: A User Perspective...... 31 Dimitrios Rigas, University of West London, UK Hammad Akhtar Hussain, University of West London, UK Nazish Riaz, University of West London, UK
Chapter 3 Rhetoric of Seduction: From an Iconocratic Advertising to a Tautological Culture...... 45 Paulo M. Barroso, Higher School of Education – Viseu, Portugal
Chapter 4 A Theoretical Approach for Sustainable Communication in City Branding: Multilateral Symmetrical Communication Model...... 65 Ayşe Banu Bıçakçı, Yeditepe University, Turkey Zeynep Genel, Yeditepe University, Turkey
Chapter 5 Subliminal Advertising and its Ethical Dimensions in the Social Media Age...... 91 Meral Elci, Gebze Technical University, Turkey Arzu Sert, Gebze Technical University, Turkey
Chapter 6 A Psychological Perspective on City Brand Positioning: The Dimensional Organization of Sensemaking Data...... 111 Henrik Gert Larsen, The Chicago School of Professional Psychology, USA LeAnn G. DeHoff, The Chicago School of Professional Psychology, USA
Section 2 Development and Design Methodologies
Chapter 7 Behavioural Targeting in the Mobile Ecosystem...... 141 José Luis Gómez-Barroso, National University of Distance Education (UNED), Spain Juan Ángel Ruiz, National University of Distance Education (UNED), Spain
Chapter 8 A Classification of Branded Entertainment Based on Psychological Levels of Processing...... 155 Jesús Bermejo-Berros, University of Valladolid, Spain
Chapter 9 E-Literary Text and New Media Paratexts...... 186 Janez Strehovec, Independent Scholar, Slovenia
Chapter 10 Urban Design and the Entrepreneurial City: Place Branding Theory and Methods...... 204 Alamira Reem Bani Hashim, University of California Berkeley, USA
Chapter 11 Integrating Big Data Analytics into Advertising Curriculum: Opportunities and Challenges in an International Context...... 228 Kenneth C. C. Yang, The University of Texas – El Paso, USA Yowei Kang, Kainan University, Taiwan
Chapter 12 Social Media and Its Implications for Marketing Communications...... 251 Irina Yankova, London Metropolitan University, UK Wilson Ozuem, University of Gloucestershire, UK
Chapter 13 Whose City Is It Anyway? Limits of City Branding in Harare amidst the Storm of Economic Hardships in Zimbabwe...... 271 Innocent Chirisa, University of Zimbabwe, Zimbabwe Elmond Bandauko, University of Zimbabwe, Zimbabwe Gladys Mandisvika, University of Zimbabwe, Zimbabwe Aaron Maphosa, University of Zimbabwe, Zimbabwe Liaison Mukarwi, University of Zimbabwe, Zimbabwe
Chapter 14 Exploring the Secret of Successful University Brands...... 288 Chris Chapleo, Bournemouth University, UK
Chapter 15 An Attempt of the Commercial Film Production Support System Based on the Image Rhetoric of Commercial Film...... 304 Yoji Kawamura, Kindai University, Japan
Chapter 16 Branding Ideas for the Tokyo Olympics 2020...... 326 Erica Liu, University of Hertfordshire, UK
Chapter 17 Be Stronger Together: Partner Strategies between Material Suppliers and Sports Goods Producers to Promote High-Tech Innovations...... 346 Christian Linder, University of Bamberg, Germany Sven Seidenstricker, Loewe Opta GmbH, Germany
Chapter 18 A Framework for CRM: Understanding CRM Concepts and Ecosystem...... 361 Süphan Nasır, Istanbul University, Turkey
Chapter 19 Corporate Advertising at the Age of Social Media...... 413 Ercan Aktan, Aksaray University, Turkey Mehmet Nejat Ozupek, Selcuk University, Turkey
Chapter 20 Touring Pittsburgh’s Glocal Narratives: Leveraging City Brands for Global and Local Audiences...... 430 Kasey Clawson Hudak, Pennsylvania State University – Lehigh Valley, USA
Chapter 21 Customer-Centric Marketing in the European Union from a Legal Perspective...... 456 Eleni Tzoulia, Attorney at Law LL.M. Heidelberg, Germany
Chapter 22 Analytics Overuse in Advertising and Promotion Budget Forecasting...... 477 Burçin Güçlü, Universitat Ramon LLull, Spain Miguel-Ángel Canela, University of Navarra, Spain
Chapter 23 The Integration of Entertainment and Advertising: Advertainment...... 506 R. Gulay Ozturk, İstanbul Commerce University, Turkey
Chapter 24 Developing and Implementing a Selection Model of Brand TV Commercial Script for a Real Estate Agency...... 528 Pi-Fang Hsu, Shih Hsin University, Taiwan Hung-Yu Chueh, Shih Hsin University, Taiwan Chia-Wen Tsai, Ming Chuan University, Taiwan
Chapter 25 Branding Prince Edward County as a Gastronomic Niche Tourism Destination: A Case Study...... 549 Geneviève Brisson, University of Ottawa, Canada Rocci Luppicini, University of Ottawa, Canada
Section 3 Tools and Technologies
Chapter 26 Six Factors That Determine the Conceptualization of Persuasive Strategies for Advergames: The Case Study of “Tem de Tank”...... 572 Teresa de la Hera Conde-Pumpido, Utrecht University, The Netherlands
Volume II
Chapter 27 Selection of Digital Marketing Tools Using Fuzzy AHP-Fuzzy TOPSIS...... 587 Ümran Şengül, Çanakkale Onsekiz Mart University, Turkey Miraç Eren, Atatürk University, Turkey
Chapter 28 Basic Model of CKM in Terms of Marketing Performance and Some Important Antecedents and Dimensions...... 617 Mohammad Fateh Ali Khan Panni, City University, Bangladesh
Chapter 29 Customer Relationship Management as a Customer-Centric Business Strategy...... 649 Süphan Nasır, Istanbul University, Turkey
Chapter 30 Performance Analysis of a Markovian Queuing System with Reneging and Retention of Reneged Customers...... 686 Rakesh Kumar, Shri Mata Vaishno Devi University, India
Chapter 31 Campaign Optimization through Mobility Network Analysis...... 695 Yaniv Altshuler, Endor, Israel Erez Shmueli, Tel-Aviv University, Israel Guy Zyskind, Massachusetts Institute of Technology, USA Oren Lederman, Massachusetts Institute of Technology, USA Nuria Oliver, Telefonica Research, Spain Alex “Sandy” Pentland, Massachusetts Institute of Technology, USA
Chapter 32 A Diachronic Analysis of Portuguese Digital Campaigning...... 729 Rui Alexandre Novais, University of Porto, Portugal & University of Minho, Portugal & University of Liverpool, UK Álvaro Cúria, University of Porto, Portugal & New University of Lisbon, Portugal
Chapter 33 Branding as a Tool for CSR...... 746 Johanna Kujala, University of Tampere, Finland
Section 4 Utilization and Applications
Chapter 34 Stakeholder Interaction for Sustainability: The Impact of Social Media on Nigeria’s Oil and Gas Industry...... 770 Uzoechi Nwagbara, Greenwich School of Management London, UK
Chapter 35 The Role of Local Governments in City Branding...... 784 Emel Gonenc Guler, Trakya University, Turkey
Chapter 36 The Role of Social Media in International Advertising...... 804 Kijpokin Kasemsap, Suan Sunandha Rajabhat University, Thailand
Chapter 37 Influence of SMS Advertising on Consumer Behavioral Intention...... 832 Hongyan Lin, Xiamen University of Technology, China Zhankui Chen, Xiamen University of Technology, China
Chapter 38 The Impact of Consumer Search Behavior on Search Advertising in the Hotel Industry...... 851 Qiang Lu, The University of Sydney, Australia Yupin Yang, Simon Fraser University, USA Shahriar Akter, University of Wollongong, Australia
Chapter 39 On-Line Media Planning and On-Line Media Common Measurement Currencies...... 866 Bilgen Basal, Yeditepe University, Turkey
Chapter 40 City Branding and the Power of Netnography in the Era of Social Media...... 887 Tuğba Özbölük, Bozok University, Turkey
Chapter 41 The Relationship between Fast Fashion and Luxury Brands: An Exploratory Study in the UK Market...... 910 Cesare Amatulli, University of Bari, Italy Antonio Mileti, University of Salento, Italy Vincenzo Speciale, LUISS Guido Carli University, Italy Gianluigi Guido, University of Salento, Italy
Chapter 42 The Intended Image of a Place Brand: A Danish Case Study...... 932 Martin Hannibal, University of Southern Denmark, Denmark Erik S. Rasmussen, University of Southern Denmark, Denmark
Chapter 43 Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic Perspective: A Review and Research Agenda...... 952 Jos Hornikx, Radboud University Nijmegen, The Netherlands Frank van Meurs, Radboud University Nijmegen, The Netherlands
Chapter 44 Promoting America: How Do College-Age Millennial Travelers Perceive Terms for Branding the USA?...... 973 Lisa T. Fall, University of Tennessee, USA Charles A. Lubbers, University of South Dakota, USA
Chapter 45 Codeswitching: An Alternative Approach to Traditional Communication Methods for Reaching Multilinguals in the Global Marketplace...... 990 Melissa M. Bishop, University of New Hampshire, USA Mark Peterson, University of Wyoming, USA
Chapter 46 Sustainable City Branding: Cittaslow – The Case of Turkey...... 1013 Hande Begüm Bumin Doyduk, Yeditepe University, Turkey Elif Yolbulan Okan, Yeditepe University, Turkey
Chapter 47 Leveraging Sport to Build City Brands: The Case of Cape Town as an Emerging City Brand...... 1033 Brendon Knott, Cape Peninsula University of Technology, South Africa Janice Hemmonsbey, Cape Peninsula University of Technology, South Africa
Chapter 48 Branded Entertainment: Past, Present, and Future...... 1049 José Martí-Parreño, European University of Valencia, Spain Carla Ruiz-Mafé, University of Valencia, Spain Lisa L. Scribner, University of North Carolina, USA
Chapter 49 Sport Marketing: Cyber Strategies for Clubs and Events...... 1070 Manuel Alonso Dos Santos, Universidad Católica de la Santísima Concepción, Chile
Chapter 50 Advertising in Games: Advergaming Applications in the Tourism Industry...... 1083 Evrim Celtek, Gaziosmanpasa University, Turkey
Section 5 Organizational and Social Implications
Chapter 51 Self-Expressiveness as Consumers’ Motivation to Share Online Video Advertisements in Jakarta...... 1110 Adilla Anggraeni, Bina Nusantara University, Indonesia Sarah Diandra, Bina Nusantara University, Indonesia
Chapter 52 The Role of Culture in City Branding...... 1125 Selda Uca Ozer, Trakya University, Turkey
Chapter 53 Advertising and Mobile: More than a Platform Shift...... 1143 Kenneth E. Harvey, KIMEP University, Kazakhstan Philip J. Auter, University of Louisiana – Lafayette, USA
Chapter 54 Customer Retention Strategies and Customer Loyalty...... 1178 Süphan Nasır, Istanbul University, Turkey
Volume III
Chapter 55 Bidirectional Role of Accuracy and Recognition in Internet-Based Targeted Advertising...... 1202 Jiang Zhao, Southeast University, China Shu-e Mei, Southeast University, China Wei-jun Zhong, Southeast University, China
Chapter 56 The Role of New Media in Contemporary Entertainment Culture...... 1222 Ozgur Akgun, University of Maine, USA
Chapter 57 Digital Advertising Practices and its Impacts on Students: An Application in the Public and Private Universities in Turkey...... 1239 Ibrahim Kircova, Yıldız Technical University, Turkey Dilaysu Cinar, Beykent University, Turkey
Chapter 58 Challenges in Promoting Cities through Culture within the New Global Economy...... 1258 Dilek Hocaoğlu, Doğuş University, Turkey
Chapter 59 The Effect of E-Marketing and Outdoor Media Advertising on Exploratory Consumer Buying Behavior...... 1280 Abdul Waheed, University of Science and Technology Beijing, China Jianhua Yang, University of Science and Technology Beijing, China
Chapter 60 A Brief History of City Branding in Istanbul...... 1301 Ülke Evrim Uysal, Beykent University, Turkey
Chapter 61 Do Places Have a Personality? A Perspective from Place Branding...... 1316 Sonya Hanna, Bangor University, UK Jennifer Rowley, Manchester Metropolitan University, UK
Chapter 62 Effective, Privacy-First Display Advertising: Ambient Intelligence for Online Ambient Environments...... 1335 Ratko Orlandic, Gorsel, Inc., USA
Chapter 63 Branding Various-Sized Destinations: A Study of Millennial Attitudes...... 1360 Anders Parment, Stockholm University, Sweden Sara Brorström, GRI Gothenburg Research Institute, Sweden
Chapter 64 The Influence of Perceived Interactivity of Social Media Advertising and Voluntary Self- Disclosure on Attitudes and Intentions to Pass-Along...... 1388 Shu-Chuan Chu, DePaul University, USA Yeuseung Kim, DePaul University, USA
Chapter 65 Exploring City Branding as a Tool to Conserve Urban Green Infrastructure in Developing Countries...... 1406 Bhaskar Padigala, Centre for Environmental Planning and Technology University, India
Chapter 66 Country of Origin Effects: The Interaction of Place and Product?...... 1434 Nick Clifton, Cardiff Metropolitan University, UK
Chapter 67 Using Social Media for Participatory City Branding: The Case of @cityofizmir, an Instagram Project...... 1459 Ebru Uzunoglu, Izmir University of Economics, Turkey
Chapter 68 Advertising Deceit: Manipulation of Information, False Advertising, and Promotion...... 1482 Philippe W. Zgheib, Lebanese American University, Lebanon
Chapter 69 How Advertising Beauty Influences Children’s Self-Perception and Behavior...... 1495 Iris Vermeir, Ghent University, Belgium Dieneke Van de Sompel, Ghent University, Belgium
Chapter 70 User Disposition and Attitude towards Advertisements Placed in Facebook, LinkedIn, Twitter and YouTube: A Decision Tree and MANOVA Approach...... 1512 Janarthanan Balakrishnan, Thiagarajar School of Management, India Jeevananthan Manickavasagam, Thiagarajar School of Management, India
Chapter 71 Sensory Branding: Branding with Senses...... 1533 Surabhi Mukherjee Chakravarty, CMR – Institute of Management Studies, Bangalore, India & Alliance University, India
Chapter 72 Role of Traditional and New Media in Ethnic Conflict in Nigeria’s Middle Belt Region: A Primer on Peace Building and Community Development...... 1564 Bala A. Musa, Azusa Pacific University, USA
Chapter 73 Advergaming – How Does Cognitive Overload Effect Brand Recall? Differences between In- Game Advertising (IGA) and Advergames...... 1579 Ayşegül Sağkaya Güngör, Işık University, Turkey Tuğçe Ozansoy Çadırcı, Yıldız Technical University, Turkey Şirin Gizem Köse, Yıldız Technical University, Turkey
Chapter 74 Promoting Bucovina’s Tourism Brand...... 1603 Alexandru-Mircea Nedelea, Ştefan cel Mare University of Suceava, Romania
Section 6 Managerial Implications
Chapter 75 Advertising and Pricing Decisions in a Manufacturer-Retailer Channel with Demand and Cost Disruptions...... 1622 Lingxiao Yuan, Huazhong University of Science & Technology, China Chao Yang, Huazhong University of Science & Technology, China Taotao Li, Huazhong University of Science & Technology, China
Chapter 76 Neuromarketing from the Perspective of Advertising Professionals: A Battle between Creatives and Strategic Planners...... 1648 Ugur Bakir, Ege University, Turkey Muge Elden, Ege University, Turkey Erdem Gecit, Izmir Katip Celebi University, Turkey
Chapter 77 From Internal Branding to Cultural Transformation: A Virtuous Circle...... 1664 Maria Matiatou, The American College of Greece, Greece
Chapter 78 Business Fabric and Place Branding: Measuring Entrepreneurship at the Street Scale...... 1685 Philip Speranza, University of Oregon, USA Benjamen Prager, University of Oregon, USA
Chapter 79 Understanding the Use of Social Media for Employer Branding...... 1708 Maxim Viktor Wolf, University of London, UK Julian Mark Sims, University of London, UK Huadong Yang, University of Liverpool, UK
Chapter 80 A Consideration of Value Co-Creation in Branding of University Research-Laboratories...... 1737 Dung Thuy Nguyen, Japan Advanced Institute of Science and Technology, Japan Kunio Shirahada, Japan Advanced Institute of Science and Technology, Japan Michitaka Kosaka, Japan Advanced Institute of Science and Technology, Japan
Section 7 Emerging Trends
Chapter 81 New Approaches to Regional Branding through Green Production and Utilization of Existing Natural Advantages...... 1758 Alexander Trukhachev, Stavropol State Agrarian University, Russia
Chapter 82 The Organizational Structure of Advertising Agencies and New Directions...... 1779 Pinar Altiok Gürel, Beykent University, Turkey Talat Firlar, Beykent University, Turkey Nursen Firlar, Gelisim University, Turkey
Chapter 83 Branding and CSR in Indian Agribusiness...... 1794 Anup Raj, Chandragupt Institute of Management Patna, India
Index...... xxii