Brand Meaning Management

Business & Finance, Marketing & Sales, Research
Cover of the book Brand Meaning Management by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra, Emerald Group Publishing Limited
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra ISBN: 9781784419318
Publisher: Emerald Group Publishing Limited Publication: May 5, 2015
Imprint: Emerald Group Publishing Limited Language: English
Author: Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
ISBN: 9781784419318
Publisher: Emerald Group Publishing Limited
Publication: May 5, 2015
Imprint: Emerald Group Publishing Limited
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Emerald Group Publishing Limited

Cover of the book Culturally Responsive Methodologies by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book Openness and Education by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book The Global Educational Policy Environment in the Fourth Industrial Revolution by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book Sraffa and Althusser Reconsidered by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book Developing People's Information Capabilities by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book 21st Century Urban Race Politics by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book Social Recruitment in HRM by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book Studies in Austrian Macroeconomics by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book Strategic Marketing in Tourism Services by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book Inquiry-Based Learning for Science, Technology, Engineering, and Math (STEM) Programs by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book Business-to-Business Marketing Management by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book Applications of Management Science by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book Work and Family in the New Economy by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book The UN Global Compact by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
Cover of the book Accounting Control and Controlling Accounting by Naresh K. Malhotra, Deborah MacInnis, C. Whan Park, Naresh K. Malhotra
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy