Brand Meaning Management
| Author/creator | Malhotra, Naresh K. Author |
| Other author | MacInnis, Deborah Volume Editor |
| Other author | Park, C. Whan Volume Editor |
| Format | Electronic |
| Publication Info | Bingley : Emerald Group Publishing Limited |
| Description | 300 p. |
| Supplemental Content | Full text available from Ebook Central - Academic Complete |
| Subjects |
| Series | Review of Marketing Research Ser. 12 |
| Summary | Annotation 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 (eg, celebrities, culture, consumers themselves) can facilitate or detract from the brand meanings marketers aim to create. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| ISBN | 9781784419325 |
| ISBN | 178441932X (Trade Cloth) Active Record |
| Stock number | 01326671 |