Description: Further DetailsTitle: Brand Meaning ManagementCondition: NewEAN: 9781784419325ISBN: 9781784419325Publisher: Emerald Group Publishing LimitedFormat: HardbackRelease Date: 05/05/2015Description: Establishing, expanding and leveraging brand meaning is critically important yet exceedingly complex. Successful brand meaning management is foundational to both brand differentiation and to outcomes like brand identification and brand attachment. Yet, managing this meaning over time is complex. Noted contributors to this special issue add new insights to this complex domain. A group of papers lend insight into the myriad entities involved in the meaning making process itself, such as marketers, celebrities, brand users, and the broader culture in which consumers live. A second set emphasizes the critical impact that brand meaning has on consumers and brands themselves-outcomes that include brand identification and attachment, social relationship management, and brand evangelism. The final set addresses when and how brand transgressions can threaten these outcomes, and what brands must do to recover from lost or tainted meanings. The volume co-editors provide an overview of the chapters and identify future research issues on brand meaning management in B2B (vs. B2C) markets, and how multi-product firms manage the collective set of meanings that comprise their brand portfolio.Language: EnglishCountry/Region of Manufacture: GBItem Height: 229mmItem Length: 152mmItem Width: 22mmContributor: Naresh K. Malhotra (Series edited by), Deborah MacInnis (Edited by), C. Whan Park (Edited by), Naresh K. Malhotra (Edited by)Genre: Business & FinanceBook Series: Review of Marketing ResearchAuthor: Naresh K. MalhotraItem Weight: 562gRelease Year: 2015 Missing Information?Please contact us if any details are missing and where possible we will add the information to our listing.
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Book Title: Brand Meaning Management
Title: Brand Meaning Management
EAN: 9781784419325
ISBN: 9781784419325
Release Date: 05/05/2015
Release Year: 2015
Country/Region of Manufacture: GB
Contributor: Naresh K. Malhotra (Edited by)
Genre: Business & Finance
Number of Pages: 344 Pages
Language: English
Publication Name: Brand Meaning Management
Publisher: Emerald Publishing The Limited
Publication Year: 2015
Item Height: 0.9 in
Subject: Marketing / General, Marketing / Research
Item Weight: 19.8 Oz
Type: Textbook
Item Length: 9 in
Author: Naresh K. Malhotra
Subject Area: Business & Economics
Item Width: 6 in
Series: Review of Marketing Research Ser.
Format: Hardcover
