Brand Meaning Management: v.12 (Review of Marketing Research) (Review of Marketing Research, 12)

by C . Whan Park (Editor), NareshK.Malhotra (Editor), Deborah Mac Innis (Author)

• New

  Hardcover
  2015

  $199.59

  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.