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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
| Media | Books Hardcover Book (Book with hard spine and cover) |
| Released | May 5, 2015 |
| ISBN13 | 9781784419325 |
| Publishers | Emerald Publishing Limited |
| Genre | Aspects (Academic) > Business Aspects |
| Pages | 344 |
| Dimensions | 159 × 239 × 33 mm · 635 g |
| Language | English |
| Series Editor | Malhotra, Naresh K. |
