Brand meaning management

• Other Authors: MacInnis, Deborah J., Park, C. Whan
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald, 2015.
• Series: Review of marketing research, v. 12
• Subjects: Brand name products.; elektronické knihy; electronic books
• ISBN: 9781784419318
• ISSN: 1548-6435 ;
• DOI: 10.1108/S1548-6435201512
• Physical Description: 1 online resource (xxxii, 291 p.) : ill.

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...

Table of Contents:

• What does brand authenticity mean? Causes and consequences of consumer scrutiny towards a brand narrative / Allison R. Johnson, Matthew Thomson, Jennifer Jeffrey
• Managing brand meaning through celebrity endorsement / Jennifer Edson Escalas, James R. Bettman
• Brand remixing : 3D printing the Nokia case / Aric Rindfleisch, Matthew O'Hern
• Managing cultural equity : a theoretical framework for building iconic brands in globalized markets / Carlos J. Torelli, Jennifer L. Stoner
• Nothing matters more to people than people : brand meaning and social relationships / Aaron C. Ahuvia
• Identification and attachment in consumer-brand relationships / Sankar Sen ... [et al.]
• Identifying customer evangelists / Nathalie Collins ... [et al.]
• Linear versus step-function decision making : the moderating role of relationship norms on consumer responses to brand transgressions / Pankaj Aggarwal, Megha Agarwal
• Feeling attached to symbolic brands within the context of brand transgressions / Eda Sayin, Zeynep Gürhan-Canli
• Consumer responses to brand failures : the neglected role of honor values / Frank May, Alokparna Basu Monga, Kartik Kalaignanam.