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Brand Meaning Management - Review of Marketing Research Deborah Macinnis
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Brand Meaning Management - Review of Marketing Research
Deborah Macinnis
Noted authors discuss how and why consumers identify with and become attached to brands and the challenges marketers face in creating and sustaining these states. Other meaning makers (e.g., celebrities, culture, consumers themselves) can facilitate or detract from the brand meanings marketers aim to create.
300 pages
| Medios de comunicación | Libros Hardcover Book (Libro con lomo y cubierta duros) |
| Publicado | 5 de mayo de 2015 |
| ISBN13 | 9781784419325 |
| Editores | Emerald Publishing Limited |
| Género | Aspects (Academic) > Business Aspects |
| Páginas | 344 |
| Dimensiones | 159 × 239 × 33 mm · 635 g |
| Lengua | Inglés |
| Editor de series | Malhotra, Naresh K. |
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