Advertising and Branding: Concepts, Methodologies, Tools, and Applications

1849 Pages·2016·47.826 MB·English

by  Information Resources Management Association

Advertising and Branding:
Concepts, Methodologies, Tools,
and Applications
Information Resources Management Association
USA
Published in the United States of America by
IGI Global
Business Science Reference (an imprint of IGI Global)
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Hershey PA, USA 17033
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Copyright © 2017 by IGI Global. All rights reserved. No part of this publication may be reproduced, stored or distributed in
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Library of Congress Cataloging-in-Publication Data
Names: Information Resources Management Association, editor.
Title: Advertising and branding : concepts, methodologies, tools, and
applications / Information Resources Management Association, editor.
Description: Hershey, PA : Business Science Reference, [2017]
Identifiers: LCCN 2016045618| ISBN 9781522517931 (hardcover) | ISBN
9781522517948 (ebook)
Subjects: LCSH: Advertising. | Marketing. | Branding (Marketing)
Classification: LCC HF5823 .A16836 2017 | DDC 659.1--dc23 LC record available at https://lccn.loc.gov/2016045618
British Cataloguing in Publication Data
A Cataloguing in Publication record for this book is available from the British Library.
All work contributed to this book is new, previously-unpublished material. The views expressed in this book are those of the
authors, but not necessarily of the publisher.
For electronic access to this publication, please contact: [email protected].
Editor-in-Chief
MehdiKhosrow-Pour,DBA
Information Resources Management Association, USA
Associate Editors
SteveClarke,University of Hull, UK
MurrayE.Jennex,San Diego State University, USA
AnnieBecker,Florida Institute of Technology, USA
Ari-VeikkoAnttiroiko,University of Tampere, Finland
Editorial Advisory Board
SherifKamel,American University in Cairo, Egypt
InLee,Western Illinois University, USA
JerzyKisielnicki,Warsaw University, Poland
AmarGupta,Arizona University, USA
CraigvanSlyke,University of Central Florida, USA
JohnWang,Montclair State University, USA
VishanthWeerakkody,Brunel University, UK


List of Contributors
Akgun, Ozgur /University of Maine, USA.....................................................................................1222
Aktan, Ercan /Aksaray University, Turkey......................................................................................413
Akter, Shahriar /University of Wollongong, Australia....................................................................851
Alcántara-Pilar, Juan Miguel/University of Granada, Spain............................................................1
Altshuler, Yaniv /Endor, Israel........................................................................................................695
Amatulli, Cesare /University of Bari, Italy......................................................................................910
Anggraeni, Adilla /Bina Nusantara University, Indonesia............................................................1110
Auter, Philip J./University of Louisiana – Lafayette, USA............................................................1143
Bakir, Ugur /Ege University, Turkey..............................................................................................1648
Balakrishnan, Janarthanan /Thiagarajar School of Management, India....................................1512
Bandauko, Elmond /University of Zimbabwe, Zimbabwe...............................................................271
Bani Hashim, Alamira Reem/University of California Berkeley, USA..........................................204
Barroso, Paulo M./Higher School of Education – Viseu, Portugal...................................................45
Basal, Bilgen /Yeditepe University, Turkey.......................................................................................866
Bermejo-Berros, Jesús /University of Valladolid, Spain................................................................155
Bıçakçı, Ayşe Banu/Yeditepe University, Turkey...............................................................................65
Bishop, Melissa M./University of New Hampshire, USA................................................................990
Brisson, Geneviève /University of Ottawa, Canada........................................................................549
Brorström, Sara /GRI Gothenburg Research Institute, Sweden....................................................1360
Çadırcı, Tuğçe Ozansoy/Yıldız Technical University, Turkey.......................................................1579
Canela, Miguel-Ángel /University of Navarra, Spain.....................................................................477
Celtek, Evrim /Gaziosmanpasa University, Turkey.......................................................................1083
Chakravarty, Surabhi Mukherjee/CMR – Institute of Management Studies, Bangalore, India
& Alliance University, India.......................................................................................................1533
Chapleo, Chris /Bournemouth University, UK................................................................................288
Chen, Zhankui /Xiamen University of Technology, China..............................................................832
Chirisa, Innocent /University of Zimbabwe, Zimbabwe..................................................................271
Chu, Shu-Chuan /DePaul University, USA...................................................................................1388
Chueh, Hung-Yu /Shih Hsin University, Taiwan.............................................................................528
Cinar, Dilaysu /Beykent University, Turkey...................................................................................1239
Clifton, Nick /Cardiff Metropolitan University, UK......................................................................1434
Conde-Pumpido, Teresa de la Hera/Utrecht University, The Netherlands....................................572
Crespo-Almendros, Esmeralda /University of Granada, Spain.........................................................1
Cúria, Álvaro /University of Porto, Portugal & New University of Lisbon, Portugal.....................729
DeHoff, LeAnn G./The Chicago School of Professional Psychology, USA....................................111



del Barrio-García, Salvador /University of Granada, Spain..............................................................1
Diandra, Sarah /Bina Nusantara University, Indonesia................................................................1110
Dos Santos, Manuel Alonso/Universidad Católica de la Santísima Concepción, Chile..............1070
Doyduk, Hande Begüm Bumin/Yeditepe University, Turkey.......................................................1013
Elci, Meral /Gebze Technical University, Turkey...............................................................................91
Elden, Muge /Ege University, Turkey............................................................................................1648
Eren, Miraç /Atatürk University, Turkey.........................................................................................587
Fall, Lisa T./University of Tennessee, USA......................................................................................973
Firlar, Nursen /Gelisim University, Turkey...................................................................................1779
Firlar, Talat /Beykent University, Turkey.......................................................................................1779
Gecit, Erdem /Izmir Katip Celebi University, Turkey....................................................................1648
Genel, Zeynep /Yeditepe University, Turkey......................................................................................65
Gómez-Barroso, José Luis/National University of Distance Education (UNED), Spain...............141
Güçlü, Burçin /Universitat Ramon LLull, Spain.............................................................................477
Guido, Gianluigi /University of Salento, Italy.................................................................................910
Guler, Emel Gonenc/Trakya University, Turkey..............................................................................784
Güngör, Ayşegül Sağkaya/Işık University, Turkey........................................................................1579
Gürel, Pinar Altiok/Beykent University, Turkey...........................................................................1779
Hanna, Sonya /Bangor University, UK..........................................................................................1316
Hannibal, Martin /University of Southern Denmark, Denmark.....................................................932
Harvey, Kenneth E./KIMEP University, Kazakhstan....................................................................1143
Hemmonsbey, Janice /Cape Peninsula University of Technology, South Africa..........................1033
Hocaoğlu, Dilek /Doğuş University, Turkey..................................................................................1258
Hornikx, Jos /Radboud University Nijmegen, The Netherlands......................................................952
Hsu, Pi-Fang /Shih Hsin University, Taiwan...................................................................................528
Hudak, Kasey Clawson/Pennsylvania State University – Lehigh Valley, USA...............................430
Hussain, Hammad Akhtar/University of West London, UK............................................................31
Kang, Yowei /Kainan University, Taiwan........................................................................................228
Kasemsap, Kijpokin /Suan Sunandha Rajabhat University, Thailand...........................................804
Kawamura, Yoji /Kindai University, Japan....................................................................................304
Kim, Yeuseung /DePaul University, USA......................................................................................1388
Kircova, Ibrahim /Yıldız Technical University, Turkey.................................................................1239
Knott, Brendon /Cape Peninsula University of Technology, South Africa...................................1033
Kosaka, Michitaka /Japan Advanced Institute of Science and Technology, Japan......................1737
Köse, Şirin Gizem/Yıldız Technical University, Turkey.................................................................1579
Kujala, Johanna /University of Tampere, Finland..........................................................................746
Kumar, Rakesh /Shri Mata Vaishno Devi University, India...........................................................686
Larsen, Henrik Gert/The Chicago School of Professional Psychology, USA................................111
Lederman, Oren /Massachusetts Institute of Technology, USA......................................................695
Li, Taotao /Huazhong University of Science & Technology, China..............................................1622
Lin, Hongyan /Xiamen University of Technology, China................................................................832
Linder, Christian /University of Bamberg, Germany......................................................................346
Liu, Erica /University of Hertfordshire, UK....................................................................................326
Lu, Qiang /The University of Sydney, Australia...............................................................................851
Lubbers, Charles A./University of South Dakota, USA..................................................................973
Luppicini, Rocci /University of Ottawa, Canada............................................................................549

Mandisvika, Gladys /University of Zimbabwe, Zimbabwe..............................................................271
Manickavasagam, Jeevananthan /Thiagarajar School of Management, India............................1512
Maphosa, Aaron /University of Zimbabwe, Zimbabwe...................................................................271
Martí-Parreño, José /European University of Valencia, Spain....................................................1049
Matiatou, Maria /The American College of Greece, Greece........................................................1664
Mei, Shu-e /Southeast University, China.......................................................................................1202
Mileti, Antonio /University of Salento, Italy....................................................................................910
Mukarwi, Liaison /University of Zimbabwe, Zimbabwe.................................................................271
Musa, Bala A./Azusa Pacific University, USA...............................................................................1564
Nasır, Süphan /Istanbul University, Turkey.....................................................................361,649,1178
Nedelea, Alexandru-Mircea /Ştefan cel Mare University of Suceava, Romania..........................1603
Nguyen, Dung Thuy/Japan Advanced Institute of Science and Technology, Japan.....................1737
Novais, Rui Alexandre/University of Porto, Portugal & University of Minho, Portugal &
University of Liverpool, UK.........................................................................................................729
Nwagbara, Uzoechi /Greenwich School of Management London, UK...........................................770
Okan, Elif Yolbulan/Yeditepe University, Turkey.........................................................................1013
Oliver, Nuria /Telefonica Research, Spain.......................................................................................695
Orlandic, Ratko /Gorsel, Inc., USA...............................................................................................1335
Özbölük, Tuğba /Bozok University, Turkey.....................................................................................887
Ozer, Selda Uca/Trakya University, Turkey...................................................................................1125
Ozturk, R. Gulay/İstanbul Commerce University, Turkey..............................................................506
Ozuem, Wilson /University of Gloucestershire, UK........................................................................251
Ozupek, Mehmet Nejat/Selcuk University, Turkey.........................................................................413
Padigala, Bhaskar /Centre for Environmental Planning and Technology University, India........1406
Panni, Mohammad Fateh Ali Khan/City University, Bangladesh................................................617
Parment, Anders /Stockholm University, Sweden.........................................................................1360
Pentland, Alex “Sandy”/Massachusetts Institute of Technology, USA...........................................695
Peterson, Mark /University of Wyoming, USA................................................................................990
Porcu, Lucia /University of Granada, Spain........................................................................................1
Prager, Benjamen /University of Oregon, USA.............................................................................1685
Raj, Anup /Chandragupt Institute of Management Patna, India...................................................1794
Rasmussen, Erik S./University of Southern Denmark, Denmark...................................................932
Riaz, Nazish /University of West London, UK...................................................................................31
Rigas, Dimitrios /University of West London, UK.............................................................................31
Rowley, Jennifer /Manchester Metropolitan University, UK........................................................1316
Ruiz, Juan Ángel/National University of Distance Education (UNED), Spain..............................141
Ruiz-Mafé, Carla /University of Valencia, Spain..........................................................................1049
Scribner, Lisa L./University of North Carolina, USA...................................................................1049
Seidenstricker, Sven /Loewe Opta GmbH, Germany......................................................................346
Şengül, Ümran /Çanakkale Onsekiz Mart University, Turkey.........................................................587
Sert, Arzu /Gebze Technical University, Turkey................................................................................91
Shirahada, Kunio /Japan Advanced Institute of Science and Technology, Japan........................1737
Shmueli, Erez /Tel-Aviv University, Israel.......................................................................................695
Sims, Julian Mark/University of London, UK..............................................................................1708
Speciale, Vincenzo /LUISS Guido Carli University, Italy...............................................................910
Speranza, Philip /University of Oregon, USA...............................................................................1685

Strehovec, Janez /Independent Scholar, Slovenia...........................................................................186
Trukhachev, Alexander /Stavropol State Agrarian University, Russia........................................1758
Tsai, Chia-Wen /Ming Chuan University, Taiwan...........................................................................528
Tzoulia, Eleni /Attorney at Law LL.M. Heidelberg, Germany........................................................456
Uysal, Ülke Evrim/Beykent University, Turkey.............................................................................1301
Uzunoglu, Ebru /Izmir University of Economics, Turkey..............................................................1459
Van de Sompel, Dieneke /Ghent University, Belgium...................................................................1495
van Meurs, Frank /Radboud University Nijmegen, The Netherlands.............................................952
Vermeir, Iris /Ghent University, Belgium......................................................................................1495
Waheed, Abdul /University of Science and Technology Beijing, China........................................1280
Wolf, Maxim Viktor/University of London, UK...........................................................................1708
Yang, Chao /Huazhong University of Science & Technology, China............................................1622
Yang, Huadong /University of Liverpool, UK...............................................................................1708
Yang, Jianhua /University of Science and Technology Beijing, China..........................................1280
Yang, Kenneth C. C./The University of Texas – El Paso, USA.......................................................228
Yang, Yupin /Simon Fraser University, USA...................................................................................851
Yankova, Irina /London Metropolitan University, UK....................................................................251
Yuan, Lingxiao /Huazhong University of Science & Technology, China......................................1622
Zgheib, Philippe W./Lebanese American University, Lebanon....................................................1482
Zhao, Jiang /Southeast University, China.....................................................................................1202
Zhong, Wei-jun /Southeast University, China...............................................................................1202
Zyskind, Guy /Massachusetts Institute of Technology, USA...........................................................695
Table of Contents
Preface.................................................................................................................................................xix
Volume I
Section 1
Fundamental Concepts and Theories
Chapter 1
AReviewofPsycho-vs.Socio-LinguisticsTheories:AnApplicationtoMarketingResearch.............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
OnlineBrandingandMarketing:AUserPerspective...........................................................................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
RhetoricofSeduction:FromanIconocraticAdvertisingtoaTautologicalCulture............................45
Paulo M. Barroso, Higher School of Education – Viseu, Portugal
Chapter 4
ATheoreticalApproachforSustainableCommunicationinCityBranding:Multilateral
SymmetricalCommunicationModel....................................................................................................65
Ayşe Banu Bıçakçı, Yeditepe University, Turkey
Zeynep Genel, Yeditepe University, Turkey
Chapter 5
SubliminalAdvertisinganditsEthicalDimensionsintheSocialMediaAge.....................................91
Meral Elci, Gebze Technical University, Turkey
Arzu Sert, Gebze Technical University, Turkey



Chapter 6
APsychologicalPerspectiveonCityBrandPositioning:TheDimensionalOrganizationof
SensemakingData...............................................................................................................................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
BehaviouralTargetingintheMobileEcosystem................................................................................141
José Luis Gómez-Barroso, National University of Distance Education (UNED), Spain
Juan Ángel Ruiz, National University of Distance Education (UNED), Spain
Chapter 8
AClassificationofBrandedEntertainmentBasedonPsychologicalLevelsofProcessing...............155
Jesús Bermejo-Berros, University of Valladolid, Spain
Chapter 9
E-LiteraryTextandNewMediaParatexts..........................................................................................186
Janez Strehovec, Independent Scholar, Slovenia
Chapter 10
UrbanDesignandtheEntrepreneurialCity:PlaceBrandingTheoryandMethods...........................204
Alamira Reem Bani Hashim, University of California Berkeley, USA
Chapter 11
IntegratingBigDataAnalyticsintoAdvertisingCurriculum:OpportunitiesandChallengesinan
InternationalContext..........................................................................................................................228
Kenneth C. C. Yang, The University of Texas – El Paso, USA
Yowei Kang, Kainan University, Taiwan
Chapter 12
SocialMediaandItsImplicationsforMarketingCommunications...................................................251
Irina Yankova, London Metropolitan University, UK
Wilson Ozuem, University of Gloucestershire, UK
Chapter 13
WhoseCityIsItAnyway?LimitsofCityBrandinginHarareamidsttheStormofEconomic
HardshipsinZimbabwe......................................................................................................................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