Brand Meaning Management

ISBN: 9781784419325 出版年：2015 页码：344 Naresh K Malhotra Deborah MacInnis C Whan Park Emerald Publishing Limited

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.