Digital brand management : understanding consumers and communication in the digital age
In today's fast-evolving digital landscape, branding has transcended traditional boundaries, becoming a dynamic and multifaceted process. This book provides an in-depth exploration of brand management in the digital world, covering its historical evolution, theoretical foundations, and strategi...
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| Main Authors | , |
|---|---|
| Format | Electronic eBook |
| Language | English |
| Published |
Abingdon :
Routledge,
2026.
|
| Edition | First edition. |
| Series | Routledge studies in marketing.
|
| Subjects | |
| Online Access | Full text |
| ISBN | 9781003646686 1003646689 9781040437940 104043794X 9781040437902 1040437907 9781041087182 |
| Physical Description | 1 online resource : illustrations. |
Cover
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| 020 | |a 1040437907 |q (electronic bk. : PDF) | ||
| 020 | |z 9781041087182 | ||
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| 024 | 8 | |a CIPO000265193 | |
| 035 | |a (OCoLC)1531295227 | ||
| 035 | |a (OCoLC-P)1531295227 | ||
| 100 | 1 | |a Gre??bosz-Krawczyk, Magdalena, |e author. | |
| 245 | 1 | 0 | |a Digital brand management : |b understanding consumers and communication in the digital age / |c Magdalena Gre??bosz-Krawczyk, Dagna Siuda. |
| 250 | |a First edition. | ||
| 264 | 1 | |a Abingdon : |b Routledge, |c 2026. | |
| 300 | |a 1 online resource : |b illustrations. | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 341 | 0 | |3 EPUB |b Epub Accessibility Specification 1.1 |b Table of contents navigation |b Index navigation |b Single logical reading order |b Short alternative textual descriptions |b Print-equivalent page numbering |b Use of color is not sole means of conveying information |b Next / Previous structural navigation |b ARIA roles provided |b All non-decorative content supports reading without sight |b WCAG v2.2 |b WCAG level AA |2 onix | |
| 341 | 0 | |3 PDF |b Table of contents navigation |b Index navigation |b Short alternative textual descriptions |b Print-equivalent page numbering |2 onix | |
| 490 | 1 | |a Routledge studies in marketing | |
| 505 | 0 | |a LIST OF FIGURESLIST OF TABLESINTRODUCTIONCHAPTER 1. THE CONCEPT AND FUNCTIONS OF BRAND IN THE DIGITAL WORLDCHAPTER 2. BRAND POSITIONING IN THE VIRTUAL ENVIRONMENTCHAPTER 3. BRAND AND ITS MEANING FOR MODERN CONSUMERCHAPTER 4. INTEGRATED BRAND COMMUNICATION IN VIRTUAL CHANNELSCHAPTER 5. BUILDING STRONG BRANDS IN DIGITAL WORLDFINAL CONCLUSIONSINDEX | |
| 506 | |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty | ||
| 520 | |a In today's fast-evolving digital landscape, branding has transcended traditional boundaries, becoming a dynamic and multifaceted process. This book provides an in-depth exploration of brand management in the digital world, covering its historical evolution, theoretical foundations, and strategic applications. It delves into brand positioning, consumer perception, and the role of digital media in shaping brand image. Furthermore, it highlights integrated communication strategies and the significance of virtual brand communities in fostering brand loyalty. The authors examine emerging trends in digital branding, such as AI-driven personalization, user experience and platformization, and algorithmic branding, emphasizing their impact on consumer engagement and brand differentiation. It also addresses the ethical challenges of digital brand management, including data privacy, transparency, and authenticity, underscoring the importance of responsible brand stewardship in a competitive and rapidly evolving digital environment.This book serves as a comprehensive guide for scholars and academics across marketing, brand management and consumer behaviour. | ||
| 588 | |a OCLC-licensed vendor bibliographic record. | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Internet marketing. | |
| 653 | |a Branding;Digital branding;Brand management;Brand positioning;Consumer engagement;Consumer behaviour;Brand identity;Online marketing;Digital marketing;Brand loyalty;Social media marketing;Digital transformation;Brand perception;Brand strategy;Brand communication | ||
| 655 | 7 | |a elektronické knihy |7 fd186907 |2 czenas | |
| 655 | 9 | |a electronic books |2 eczenas | |
| 700 | 1 | |a Siuda, Dagna |e author | |
| 830 | 0 | |a Routledge studies in marketing. | |
| 856 | 4 | 0 | |u https://proxy.k.utb.cz/login?url=https://www.taylorfrancis.com/books/9781003646686 |