by C . Whan Park (Editor), NareshK.Malhotra (Editor), Deborah Mac Innis (Author)
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.
Format: Hardcover
Pages: 344
Publisher: Emerald Group Publishing Limited
Published: 08 May 2015
ISBN 10: 178441932X
ISBN 13: 9781784419325