Brand Meaning Management
| Author | : Naresh K. Malhotra |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 338 |
| Release | : 2015-05-05 |
| ISBN-10 | : 9781784419318 |
| ISBN-13 | : 1784419311 |
| Rating | : 4/5 (18 Downloads) |
Book Synopsis Brand Meaning Management by : Naresh K. Malhotra
Download or read book Brand Meaning Management written by Naresh K. Malhotra and published by Emerald Group Publishing. This book was released on 2015-05-05 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
