Overview

"Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segmentation goes along with this trend, and there are multiple categories of the same core product available for the consumers in the market. What is the role of the brands in this context? In a way, they serve as a mental shortcut that consumers use to help ""rationalize"" decisions that would be impossible to make by analyzing all the options available. Brands also try to find more distinctive signals to stand out and differentiate from others. Signals like more green, ecologic, or inclusive brands are now part of the claims of the brands. Do they really help consumers to make better decisions? Or are they ignored by the customers as they become the rule instead of the exception? The Role of Brands in an Era of Over-Information provides knowledge to better understand the digital branding process and its implications in choosing products, services, or organizations. The book also contributes to the development and consolidation of recent concepts linked with branding and over-information, providing practical cases where these concepts show their relevance. Covering key topics such as marketing, new media, sustainability, and internet branding, this premier reference source is ideal for marketers, influencers, business owners, policymakers, managers, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students."

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9781668483510

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Ricardo Fontes Correia started an academic career in 2003, and is Associated Professor at the Polytechnic Institute of Bragança (Portugal), where he is the head of the Master programme in Tourism Marketing, and visiting Professor at ISM University of Management and Economics (Lithuania). Ricardo has served as an external consultant in programs such as the European Union Agris Program and Interreg and as consultant for Deloitte & Touche. We should also emphasize his regular participation in research programs, conferences and international scientific meetings, as well as the publication of several chapters in books and articles in international journals. Dr. Dominyka Venciute is Senior Assistant Professor and Postdoctoral Researcher at the ISM University of Management and Economics where she teaches Marketing Principles, Social Media Marketing and Integrated Marketing Communications. Besides her activities in academia, she runs a personal branding and marketing consultancy that aims to help professionals and organizations unleash the power of their personal and corporate brands. Bruno Barbosa Sousa is Adjunct Professor of Marketing at Polytechnic Institute of Cávado and Ave (IPCA), Portugal and PhD in Marketing and Strategy in Universidade do Minho, Portugal. Head of Masters Program - Tourism Management and Marketing Tourism (IPCA); CiTUR – Center for Tourism Research, Development and Innovation and UNIAG research member. He has published in the Journal of Enterprising Communities, Tourism Management Perspectives, Current Issues in Tourism, Journal of Organizational Change Management, World Review of Entrepreneurship, Management and Sust. Development, among others.

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