Brand meaning management
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. Not...
Άλλοι συγγραφείς: | MacInnis, Deborah J., Park, C. Whan |
---|---|
Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
Γλώσσα: | English |
Έκδοση: |
Bingley, U.K. :
Emerald,
2015.
|
Σειρά: | Review of marketing research,
v. 12 |
Θέματα: | |
Διαθέσιμο Online: | Full Text via HEAL-Link |
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