Brand meaning management /

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 t...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: MacInnis, Deborah J. (Editor ), Park, C. Whan (Editor ), Agarwal, Megha, 1982- (Contribuidor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bingley, England : Emerald, 2015.
Edición:First edition.
Colección:Review of marketing research.
Temas:
Marketing > Management.
Brand name products.
Marketing > Gestion.
Produits de marque.
Market research.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Brand name products
Marketing > Management
Acceso en línea:Texto completo
Texto completo
Descripción
Sumario: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.
Notas:"Emerald Books"--Cover
Descripción Física:1 online resource (338 pages)
Bibliografía:Includes bibliographical references.
ISBN:9781784419318
1784419311
178441932X
9781784419325
ISSN:1548-6435

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