Table of Contents

Table of Contents

Preface

The Use of Tourism Distribution Channels for Advertising a Religious ‘Imagined Community’: The Case of Branding a Prefecture at a Regional Level, Arcadia, Greece
(Androniki Kavoura, Vicky Katsoni, Department of Marketing, Department of Business Administration, Technological Educational Institute of Athens, Greece)

Investing in Culture and Intercultural Relations for Advertising and Sustainable Development of the Contemporary European City within the Framework of International City Branding and Marketing: The Case Study of the Intercultural Festival of Trieste, Italy
(Androniki Kavoura, Evgenia Bitsani, Department of Marketing, and Department of Health and Welfare Unit Administration Technological Educational Institute of Athens, Greece, Technological Educational Institute of Kalamata, Greece)

Explaining the Effectiveness of Appeals to Uniqueness: A Social Psychological Perspective
(Vincenzo Iacoviello, Fabio Lorenzi-Cioldi, Faculty of Psychology and Educational Sciences, University of Geneva, Switzerland)

Discursive Analytical Methods for Examining Customers’ Online Talk
(Matthew Hall, John Neugebauer, Nottingham Trent University, Nottingham, UK, and others)

How Cultural Characteristics Moderate Consumer Responses to Positive and Negative Feeling Advertisements
(Sarah De Meulenaer, Nathalie Dens, Patrick De Pelsmacker, University of Antwerp, Belgium)

My Dear Brands, when You Transgress, Should I Forgive You? Relationship Types between Consumers and Brands
(Fang Wan, Amitava Chattopadhyay, Peyman Assadi, Asper School of Business, University of Manitoba, Winnipeg, Canada)

Index