Brand Culture and Identity Concepts, Methodologies, Tools, and Applications

Evolution of brand culture : a post-industrial revolution story / Sudhir Sharan, Suneel Kumar Prasad -- Space of culture and brand in sequel of telugu films : a qualitative study / Rasu Chatrapathi Yadav -- Branding culture : a study of telugu film industry / Santosh Kumar Biswal -- The intellectual structure in brands and branding research : a scientometric analysis / Jiaxun He, Cheng Lu Wang -- Internal branding as innovation tenet : a transformational paradigm shift / Maria Matiatou -- Social media marketing and value co-creation : a system dynamics approach / Francesca Costanza -- The impact of integrated marketing communications on hotel brand equity : does national culture matter? / Maja eri, Irene Gil-Saura, Alejandro Mollá-Descals -- From internal branding to cultural transformation : a virtuous circle / Maria Matiatou -- Emotional communication for brand appeal and acceptance : an Indian approach / Smriti Ashish Pathak -- Towards leadership marketing : an exploratory and empirical study / Wilson Ozuem, Alina O'Keeffe -- Exploring Kapferer's brand identity prism applicability in Indian political marketing aspect with special focus to youth voters / Subhajit Bhattacharya, Rohit Vishal Kumar, Anindya Dutta -- Cultural nuances in changing consumer behavior : lessons for cultural positioning / Sarmistha Sarma -- A framework of brand strategy and the "glocalization" approach : the case of Indonesia / Arnold Japutra, Bang Nguyen, T. C. Melewar -- Behavioral branding as a customer-centric strategy / Milanka Slavova, Neva Yalman -- Semiotics of brand building : case of the muthoot group / Sudio Sudaran -- The impact of brand variance on gender in FMCG sector : with a special reference to toothpaste category / Priya Grover, Sabyasachi Dasgupta -- Charging fandom in the digital age : the rise of social media / Shuojia Guo -- Brand pathologies : "monstrous" fan relationships and the media brand "twilight" / Margo Buchanan-Oliver, Hope Jensen Schau -- Creating cultural analogues in virtual communities through branding / Robert Pennington -- "Home base" and the brand globalization strategies of emerging market multinationals / Xiaohua Lin, Carlyle Farrell -- Craving vs. compulsion for luxury goods? : trends and patterns of conspicuous consumption behavior in Asian culture / Wan-Nurisma Ayu Wan-Ismail, Norhayati Zakaria, Asmat-Nizam Abdul-Talib