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Brand management /
This e-book on Brand Management presents papers from two branding events in 2006; both the Thought Leaders International Conference on Brand Management, and The 2nd Academy of Marketing International Brand and Corporate Reputation Special Interest Group Colloquium. The papers aim to provoke new idea...
| Call Number: | Libro Electrónico |
|---|---|
| Other Authors: | |
| Format: | Electronic eBook |
| Language: | Inglés |
| Published: |
Bradford :
Emerald,
2008.
|
| Series: | European journal of marketing ;
v. 42, no. 5/6. |
| Subjects: | |
| Online Access: | Texto completo |
Table of Contents:
- Cover; CONTENTS; EDITORIAL REVIEW BOARD; Guest editorial; Principles of corporate rebranding; Positive and negative brand beliefs and brand defection/uptake; Who's who in brand communities
- and why?; The attractiveness and connectedness of ruthless brands: the role of trust; Provenance associations as core values of place umbrella brands; Children's use of brand symbolism; Alternative perspectives on marketing and the place brand; Consumer perceptions of brand architecture in financial services; Employer branding and its influence on managers