BRAND MEANING MANAGEMENT by Naresh K. Malhotra, Deborah MacInnis (Editor), C. Whan Park (Editor) ( 9781784419325 )

Item Details

Title:

BRAND MEANING MANAGEMENT

By:

Naresh K. Malhotra, Deborah MacInnis (Editor), C. Whan Park (Editor)

Format:

Hardback

List price:

£107.99

Our price:

£97.19

Discount:

10% off

You save:

£10.80

ISBN 10:

178441932X

ISBN 13:

9781784419325

Availability:

This item will be printed on demand and will usually be dispatched within 10 days.

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Stock:

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Publisher:

EMERALD PUBLISHING LIMITED

Pub. date:

5 May, 2015

Series:

Review of Marketing Research 12

Pages:

344

Description:

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.

Synopsis:

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.

Publication:

Imprint:

Emerald Publishing Limited

Returns:

Returnable

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