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29 Cards in this Set
- Front
- Back
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5 components of destination branding process: |
- Vision and stakeholder management - Target customer portfolio matching - Positioning and differentiating (brandcomponents) - Communication strategy (attracting, converting, loyalty) - Feedback & Response management |
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Brand personality for cities: |
- Excitement - Ruggedness - Competence - Peacefulness - Conservatism - Malginancy (poor and religious) |
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Important attributes as the antecedent of destination brand attitude: |
1. Social bonds 2. Sun and surf brand personality 3. Business creativity 4. Safety 5. Nature 6. Cultural activities 7. Shopping facilities 8. Clean environment |
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Consumers share practical stuff for 2 reasons: |
- Altruistic reason - Enhancement purposes |
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The key change in consumer behavior since social media: |
- We share - We produce - We consume |
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Why is WOM effective? |
- Persuasive - Targeted |
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Why do people talk (use wom) (5 reasons): |
-Impression management - Emotional regulation - Information acquisition - Social bonding - Persuading |
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Social Interaction = |
Anaction or actions taken is by an individual not actively engaged in selling theproduct or service and that impacts others’expected utility for that product orservice. |
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3 essential facets of SI or WOM: |
- Channel - Content - Impact |
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4 roles of the firm on social media: |
-Observer - Moderator - Mediator - Participant |
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Even ordinary people can be influential in many differentways. In which ways? |
Connectors Market mavens Trendsetters Brand enthusiasts |
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In the lecture Willemijn names 3 types of ties. Which are they? |
- Bucket bridge - Telephone tree - Military squad |
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Influence is (3 elements): |
-Bi-directional - Multi step - Distributed |
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3 principles for operating that don’t depend on locating ‘’special people’’(influencers) or having brilliant instincts: |
#Principle 1 =Measure and react #Principle 2 =Don’t count on tipping#Principle3 = Manage don’t dictate |
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WOM for impression management is facilitated in 3 ways: |
-Self-enhancement - Identity signaling - Filling conversational space |
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What we share for impression management: |
-Entertaining things - Useful Information - Self-concept relevant things (Chung C and Darke P 2006) - High status goods - Unique things - Common ground (homophility) - Emotional valence (whether people talk about themselves or others moderatesvalence) - Incidental arousal - Accesibility (to fill conversational space) |
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Why we share for emotion regulation: |
-Generating social support -Venting -Sense making -Reducing dissonance -Taking vengeance -Encouraging rehearsal |
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Arousal does not work for WOM when (lecture): |
-Shame and guilt -Extreme emotions -Social constraints |
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What does brand equity imply? |
-BE is a market-based asset - BE differs per person - BE is the sum of memory-based associations in the consumers mind |
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Effectof wom on sales driven by: |
- Dominance of the bandwagon (volume over valance) - Positivity bias (positivity increases sales, negativity does little harm) - Consensus matters (little variability is important) |
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The editing phase of Kahneman has six operations: |
1. Coding 2. Combination 3. Segregation 4. Cancellation 5. Simplification 6. Detection of dominance |
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Prospect theory has 3 important aspects: |
Relative loss and gain Diminishing sensitivity Loss averse |
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According to Bakshi more followers leads to more or less engagement? |
More engagement |
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According to Bakshi more activity on social media leads to more or less engagement? |
Less engagement |
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According to Bakshi photos with faces lead to more or less engagement? |
More engagement |
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Expected utility theory is violated by 3 effects. Which ones? |
- Certainty effect - Reflection effect - Isolation effect |
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People mention more interesting products & brands for written or oral modality? Why? |
Written, because it is asynchronous. |
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According to the article by Jacqueline in week 6. Strong ties are: |
- More likely to be activated for referral - More likely to have same brand preference - More likely to be activated for same good or product |
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According to the article by Jacqueline in week 6. Weak ties are: |
- More likely to serve as bridge - More likely to be used for active information searching |
