scholarly journals Storytelling and retromarketing: strengthening brand communication

2021 ◽  
Vol 25 (2) ◽  
pp. 44-62
Author(s):  
Vânia Sousa
Keyword(s):  
Marketing Strategy ◽  
Customer Loyalty ◽  
Communication Strategies ◽  
Economic Value ◽  
Carl Jung ◽  
Brand Communication ◽  
Emotional Connection ◽  
Different Types ◽  
The Brain

Brands are becoming more aware of the importance of adding value to their products through storytelling. The aim of this article is to raise awareness of the power of storytelling and retromarketing to enhance the effectiveness of brand communication strategies and increase customer loyalty. The study consisted of an analysis of the chemicals produced in the brain during the telling of different types of stories and their influence on consumer behaviours, and of brand archetypes, based on the work of Carl Jung in this area. The study also conducted a review of experiments that demonstrate the economic value of storytelling and retromarketing narratives. The results show that storytelling and retromarketing enhance brand uniqueness and create a deeper, more genuine relationship between companies and customers. This emotional connection may be achieved when storytelling is targeted at a specific audience as part of a larger marketing strategy.

scholarly journals Internet technology in travel company management

2019 ◽  
pp. 100-106
Author(s):  
A. Mohylova ◽  
V. Shcherban
Keyword(s):  
Marketing Strategy ◽  
Brand Management ◽  
Communication Strategies ◽  
Internet Technology ◽  
Management Tool ◽  
Travel Agency ◽  
Marketing Activity ◽  
Brand Communication ◽  
Internet Technologies ◽  
Methodological Principles

The theoretical and methodological principles of the formation of Internet technologies in brand management are investigated. The main functions and features of the brand are identified. The place of the brand in the structure of marketing strategy is considered. Types of brand communication strategies are analyzed. The mechanism of brand management in the marketing activity of enterprises is investigated, in particular the application of modern marketing concepts in brand-oriented management. The influence of factors on the effectiveness of the brand of the company is determined. The main stages of the process of forming the brand of the company "Ai Agency" are characterized. Marketing Internet technologies of “Ai Travel Agency” LLC as a brand management tool are analyzed. There provided marketing technologies to promote their own brand.

Sensory Branding

2017 ◽  
pp. 1533-1563
Author(s):  
Surabhi Mukherjee Chakravarty
Keyword(s):  
Marketing Strategy ◽  
Customer Loyalty ◽  
Brand Loyalty ◽  
Core Competence ◽  
Human Life ◽  
Vital Role ◽  
Emotional Connection ◽  
Emotional Relationships ◽  
The Way

This chapter presents sensorial branding approaches in practice and theory. Senses play a vital role in human life. We understand almost everything in life through senses. Sensory branding is an approach through which marketers create better experience of brands. Our senses are our link to memory, which can tap right into emotion. Using senses and their effect on understanding the consumer paves the way for an enriching experience of brand, discriminating their personality, creating a core competence, more interest, preference, and customer loyalty. Sensory branding is the marketing strategy that is investigating the emotional relationships between consumer and the brand through senses. Two cases presented in the chapter are on Starbucks and Apple Inc., which highlight their sensorial strategies for stimulating consumers' relationships and fostering a lasting emotional connection that retains brand loyalty.

Sensory Branding

2015 ◽  
pp. 327-365
Author(s):  
Surabhi Mukherjee Chakravarty
Keyword(s):  
Marketing Strategy ◽  
Customer Loyalty ◽  
Brand Loyalty ◽  
Core Competence ◽  
Human Life ◽  
Vital Role ◽  
Emotional Connection ◽  
Emotional Relationships ◽  
The Way

This chapter presents sensorial branding approaches in practice and theory. Senses play a vital role in human life. We understand almost everything in life through senses. Sensory branding is an approach through which marketers create better experience of brands. Our senses are our link to memory, which can tap right into emotion. Using senses and their effect on understanding the consumer paves the way for an enriching experience of brand, discriminating their personality, creating a core competence, more interest, preference, and customer loyalty. Sensory branding is the marketing strategy that is investigating the emotional relationships between consumer and the brand through senses. Two cases presented in the chapter are on Starbucks and Apple Inc., which highlight their sensorial strategies for stimulating consumers' relationships and fostering a lasting emotional connection that retains brand loyalty.

“Where is Dementia?” A Systematic Literature Review Exploring Neuroanatomical Aspects of Dementia

2017 ◽  
Vol 2 (15) ◽  
pp. 9-23 ◽  
Author(s):  
Chorong Oh ◽  
Leonard LaPointe
Keyword(s):  
English Language ◽  
Signs And Symptoms ◽  
Behavioral Symptoms ◽  
Journal Articles ◽  
People With Dementia ◽  
Different Types ◽  
Precise Diagnosis ◽  
Physical Changes ◽  
The Brain ◽  
Language Literature

Dementia is a condition caused by and associated with separate physical changes in the brain. The signs and symptoms of dementia are very similar across the diverse types, and it is difficult to diagnose the category by behavioral symptoms alone. Diagnostic criteria have relied on a constellation of signs and symptoms, but it is critical to understand the neuroanatomical differences among the dementias for a more precise diagnosis and subsequent management. With this regard, this review aims to explore the neuroanatomical aspects of dementia to better understand the nature of distinctive subtypes, signs, and symptoms. This is a review of English language literature published from 1996 to the present day of peer-reviewed academic and medical journal articles that report on older people with dementia. This review examines typical neuroanatomical aspects of dementia and reinforces the importance of a thorough understanding of the neuroanatomical characteristics of the different types of dementia and the differential diagnosis of them.

The Acute Effect of Alcohol on Various Memory Processes

2010 ◽  
Vol 24 (4) ◽  
pp. 249-252 ◽  
Author(s):  
Márk Molnár ◽  
Roland Boha ◽  
Balázs Czigler ◽  
Zsófia Anna Gaál
Keyword(s):  
Low Dose ◽  
Short Term Memory ◽  
Acute Effect ◽  
Long Term Memory ◽  
Term Memory ◽  
Memory Processes ◽  
Different Types ◽  
The Brain ◽  
Legal Consequences

This review surveys relevant and recent data of the pertinent literature regarding the acute effect of alcohol on various kinds of memory processes with special emphasis on working memory. The characteristics of different types of long-term memory (LTM) and short-term memory (STM) processes are summarized with an attempt to relate these to various structures in the brain. LTM is typically impaired by chronic alcohol intake but according to some data a single dose of ethanol may have long lasting effects if administered at a critically important age. The most commonly seen deleterious acute effect of alcohol to STM appears following large doses of ethanol in conditions of “binge drinking” causing the “blackout” phenomenon. However, with the application of various techniques and well-structured behavioral paradigms it is possible to detect, albeit occasionally, subtle changes of cognitive processes even as a result of a low dose of alcohol. These data may be important for the consideration of legal consequences of low-dose ethanol intake in conditions such as driving, etc.

Types of refractive errors and methods for their diagnosis

2020 ◽  
pp. 30-36
Author(s):  
Olga Lemzyakova
Keyword(s):  
Optical System ◽  
Contact Lenses ◽  
Vision Impairment ◽  
Refractive Errors ◽  
Vision Correction ◽  
Light Rays ◽  
Different Types ◽  
Almost All ◽  
Degrees Of Severity ◽  
The Brain

Refraction of the eye means its ability to bend (refract) light in its own optical system. In a normal state, which is called emmetropia, light rays passing through the optical system of the eye focus on the retina, from where the impulse is transmitted to the visual cortex of the brain and is analyzed there. A person sees equally well both in the distance and near in this situation. However, very often, refractive errors develop as a result of various types of influences. Myopia, or short-sightedness, occurs when the light rays are focused in front of the retina as a result of passing through the optical system of the eye. In this case, a person will clearly distinguish close objects and have difficulties in seeing distant objects. On the opposite side is development of farsightedness (hypermetropia), in which the focusing of light rays occurs behind the retina — such a person sees distant objects clearly, but outlines of closer objects are out of focus. Near vision impairment in old age is a natural process called presbyopia, it develops due to the lens thickening. Both myopia and hypermetropia can have different degrees of severity. The variant, when different refractive errors are observed in different eyes, is called anisometropia. In the same case, if different types of refraction are observed in the same eye, it is astigmatism, and most often it is a congenital pathology. Almost all of the above mentioned refractive errors require correction with spectacles or use of contact lenses. Recently, people are increasingly resorting to the methods of surgical vision correction.

Ligand and Structure-based Modeling of Passive Diffusion through the Blood-Brain Barrier

2018 ◽  
Vol 25 (9) ◽  
pp. 1073-1089 ◽  
Author(s):  
Santiago Vilar ◽  
Eduardo Sobarzo-Sanchez ◽  
Lourdes Santana ◽  
Eugenio Uriarte
Keyword(s):  
Blood Brain Barrier ◽  
In Silico ◽  
Passive Diffusion ◽  
Brain Barrier ◽  
Barrier Permeability ◽  
Blood Brain Barrier Permeability ◽  
Blood Brain ◽  
Brain Barrier Permeability ◽  
Different Types ◽  
The Brain

Background: Blood-brain barrier transport is an important process to be considered in drug candidates. The blood-brain barrier protects the brain from toxicological agents and, therefore, also establishes a restrictive mechanism for the delivery of drugs into the brain. Although there are different and complex mechanisms implicated in drug transport, in this review we focused on the prediction of passive diffusion through the blood-brain barrier. Methods: We elaborated on ligand-based and structure-based models that have been described to predict the blood-brain barrier permeability. Results: Multiple 2D and 3D QSPR/QSAR models and integrative approaches have been published to establish quantitative and qualitative relationships with the blood-brain barrier permeability. We explained different types of descriptors that correlate with passive diffusion along with data analysis methods. Moreover, we discussed the applicability of other types of molecular structure-based simulations, such as molecular dynamics, and their implications in the prediction of passive diffusion. Challenges and limitations of experimental measurements of permeability and in silico predictive methods were also described. Conclusion: Improvements in the prediction of blood-brain barrier permeability from different types of in silico models are crucial to optimize the process of Central Nervous System drug discovery and development.

Got to be real: An investigation into the co-fabrication of authenticity by fashion companies and digital influencers

2021 ◽  
pp. 146954052110336
Author(s):  
Mariachiara Colucci ◽  
Marco Pedroni
Keyword(s):  
Communication Strategies ◽  
Brand Communication ◽  
Inductive Research ◽  
Cultural Intermediaries

This article investigates how fashion companies build their relationships with digital influencers (DIs), a new group of cultural intermediaries who are increasingly central to brand communication strategies. Scholars have mostly studied DIs’ role in influencing the market, but largely neglected the process through which they build their work. Through a qualitative inductive research directed at 21 Italian fashion companies, we describe the process through which companies fabricate the authenticity work, while collaborating with DIs. By taking the overlooked perspective of the company brand owner, we identify the underlying dynamics of achieving co-fabricated authenticity, unpacking the mechanisms through which companies select DIs, shape the connections and regulate the reciprocity with them. Our findings highlight how companies and DIs’ practices become intertwined, with the commodity of authenticity being constructed at the crossroads between the former’s commercial needs and the latter’s grassroots narratives and practices. ‘Co-fabricated authenticity’ ultimately emerges as the result of the work of those actors who are engaged in managing the authenticity or processes of authentication of marketable goods: the intangible and ephemeral value of authenticity is made tangible and co-produced through the collaboration between brands and cultural intermediaries such as DIs.

scholarly journals Assigning a Value to Volunteering in Requests for Proposals

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110095
Author(s):  
Jakub Dostál
Keyword(s):  
Czech Republic ◽  
Theoretical Basis ◽  
Economic Value ◽  
European Economic Area ◽  
The Czech Republic ◽  
A Value ◽  
Economic Area ◽  
Different Types ◽  
The Relationship ◽  
Volunteer Time

The economic value of volunteering is an increasingly important part of volunteering management. It has become part of public policies. Some requests for proposals (RFP) enable nonprofits to include the value of volunteer time in compulsory co-financing. These RFP include the European Economic Area (EEA) Grants and Norway Grants. This article addresses the relationship in the value of volunteering, also called in-kind volunteering contributions. The research includes two case studies of finances from EEA and Norway Grants in the Czech Republic: the Czech NGO Programme, responsible for allocating grants between 2009 and 2014, and the Active Citizens Fund, responsible for allocating grants between 2014 and 2021. They share elements through the EEA and Norway Grants rules. However, they use different types of specialist replacement wages. The article summarizes the arguments for including in-kind volunteering contributions. It presents the possible values of these contributions in the selected cases, including the relationship between the type of volunteering and the number of hours necessary to achieve these values. The article defines the theoretical basis for calculating the value of in-kind volunteer contributions and illustrates this with real examples of allocations from EEA and Norway Grants.

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