Brand Meaning Management

Brand Meaning Management
Author :
Publisher : Emerald Group Publishing
Total Pages : 338
Release :
ISBN-10 : 9781784419318
ISBN-13 : 1784419311
Rating : 4/5 (311 Downloads)
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Book Synopsis Brand Meaning Management by : Naresh K. Malhotra

Download or read book Brand Meaning Management written by Naresh K. Malhotra and published by Emerald Group Publishing. This book was released on 2015-05-05 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


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