Coverart for item
The Resource Brand meaning management, edited by Deborah J. Macinnis, C. Whan Park, (electronic book)

Brand meaning management, edited by Deborah J. Macinnis, C. Whan Park, (electronic book)

Label
Brand meaning management
Title
Brand meaning management
Statement of responsibility
edited by Deborah J. Macinnis, C. Whan Park
Contributor
Subject
Language
eng
Summary
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 themselvesâoutcomes 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
Member of
Cataloging source
UtOrBLW
Dewey number
658.8
Illustrations
illustrations
Index
no index present
LC call number
HF5415.13
LC item number
.B73 2015
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
  • MacInnis, Deborah J
  • Park, C. Whan
Series statement
Review of marketing research
Series volume
12
http://library.link/vocab/subjectName
Brand name products
Label
Brand meaning management, edited by Deborah J. Macinnis, C. Whan Park, (electronic book)
Instantiates
Publication
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
Control code
bslw09342742
Dimensions
unknown
Extent
1 online resource (xxxii, 291 p.)
Form of item
online
Isbn
9781784419318
Other physical details
ill.
Specific material designation
remote
Label
Brand meaning management, edited by Deborah J. Macinnis, C. Whan Park, (electronic book)
Publication
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
Control code
bslw09342742
Dimensions
unknown
Extent
1 online resource (xxxii, 291 p.)
Form of item
online
Isbn
9781784419318
Other physical details
ill.
Specific material designation
remote

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