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...
Gespeichert in:
| Weitere beteiligte Personen: | , |
|---|---|
| Format: | E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Bingley, U.K.
Emerald
2015
|
| Schriftenreihe: | Review of marketing research
v. 12 |
| Links: | https://doi.org/10.1108/S1548-6435201512 |
| Zusammenfassung: | 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. |
| Umfang: | 1 Online-Ressource (xxxii, 291 Seiten) Illustrationen |
| ISBN: | 9781784419318 (electronic bk.) : |
| ISSN: | 1548-6435 |
Internformat
MARC
| LEADER | 00000nam a2200000Ia 4500 | ||
|---|---|---|---|
| 001 | ZDB-55-ELD-bslw09342742 | ||
| 003 | UtOrBLW | ||
| 005 | 20150611105706.0 | ||
| 006 | m o d | ||
| 007 | cr un||||||||| | ||
| 008 | 150611s2015 enka o 000 0 eng d | ||
| 020 | |a 9781784419318 (electronic bk.) : | ||
| 080 | |a 658.8 | ||
| 245 | 0 | 0 | |a Brand meaning management |c edited by Deborah J. Macinnis, C. Whan Park |
| 264 | 1 | |a Bingley, U.K. |b Emerald |c 2015 | |
| 300 | |a 1 Online-Ressource (xxxii, 291 Seiten) |b Illustrationen | ||
| 336 | |b txt | ||
| 337 | |b c | ||
| 338 | |b cr | ||
| 490 | 0 | |a Review of marketing research |x 1548-6435 |v v. 12 | |
| 520 | |a 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. | ||
| 700 | 1 | |a MacInnis, Deborah J. | |
| 700 | 1 | |a Park, C. Whan | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe |z 9781784419325 |
| 966 | 4 | 0 | |l DE-91 |p ZDB-55-ELD |q TUM_PDA_ELD |u https://doi.org/10.1108/S1548-6435201512 |3 Volltext |
| 912 | |a ZDB-55-ELD | ||
| 912 | |a ZDB-55-ELD | ||
| 049 | |a DE-91 | ||
Datensatz im Suchindex
| DE-BY-TUM_katkey | ZDB-55-ELD-bslw09342742 |
|---|---|
| _version_ | 1825578280355364865 |
| adam_text | |
| any_adam_object | |
| author2 | MacInnis, Deborah J. Park, C. Whan |
| author2_role | |
| author2_variant | d j m dj djm c w p cw cwp |
| author_facet | MacInnis, Deborah J. Park, C. Whan |
| author_sort | MacInnis, Deborah J. |
| building | Verbundindex |
| bvnumber | localTUM |
| collection | ZDB-55-ELD |
| format | eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02032nam a2200277Ia 4500</leader><controlfield tag="001">ZDB-55-ELD-bslw09342742</controlfield><controlfield tag="003">UtOrBLW</controlfield><controlfield tag="005">20150611105706.0</controlfield><controlfield tag="006">m o d </controlfield><controlfield tag="007">cr un|||||||||</controlfield><controlfield tag="008">150611s2015 enka o 000 0 eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781784419318 (electronic bk.) :</subfield></datafield><datafield tag="080" ind1=" " ind2=" "><subfield code="a">658.8</subfield></datafield><datafield tag="245" ind1="0" ind2="0"><subfield code="a">Brand meaning management</subfield><subfield code="c">edited by Deborah J. Macinnis, C. Whan Park</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Bingley, U.K.</subfield><subfield code="b">Emerald</subfield><subfield code="c">2015</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource (xxxii, 291 Seiten)</subfield><subfield code="b">Illustrationen</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Review of marketing research</subfield><subfield code="x">1548-6435</subfield><subfield code="v">v. 12</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">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.</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">MacInnis, Deborah J.</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Park, C. Whan</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="z">9781784419325</subfield></datafield><datafield tag="966" ind1="4" ind2="0"><subfield code="l">DE-91</subfield><subfield code="p">ZDB-55-ELD</subfield><subfield code="q">TUM_PDA_ELD</subfield><subfield code="u">https://doi.org/10.1108/S1548-6435201512</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-55-ELD</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-55-ELD</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-91</subfield></datafield></record></collection> |
| id | ZDB-55-ELD-bslw09342742 |
| illustrated | Illustrated |
| indexdate | 2025-03-03T13:05:18Z |
| institution | BVB |
| isbn | 9781784419318 (electronic bk.) : |
| issn | 1548-6435 |
| language | English |
| open_access_boolean | |
| owner | DE-91 DE-BY-TUM |
| owner_facet | DE-91 DE-BY-TUM |
| physical | 1 Online-Ressource (xxxii, 291 Seiten) Illustrationen |
| psigel | ZDB-55-ELD TUM_PDA_ELD ZDB-55-ELD |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Emerald |
| record_format | marc |
| series2 | Review of marketing research |
| spelling | Brand meaning management edited by Deborah J. Macinnis, C. Whan Park Bingley, U.K. Emerald 2015 1 Online-Ressource (xxxii, 291 Seiten) Illustrationen txt c cr Review of marketing research 1548-6435 v. 12 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. MacInnis, Deborah J. Park, C. Whan Erscheint auch als Druck-Ausgabe 9781784419325 |
| spellingShingle | Brand meaning management |
| title | Brand meaning management |
| title_auth | Brand meaning management |
| title_exact_search | Brand meaning management |
| title_full | Brand meaning management edited by Deborah J. Macinnis, C. Whan Park |
| title_fullStr | Brand meaning management edited by Deborah J. Macinnis, C. Whan Park |
| title_full_unstemmed | Brand meaning management edited by Deborah J. Macinnis, C. Whan Park |
| title_short | Brand meaning management |
| title_sort | brand meaning management |
| work_keys_str_mv | AT macinnisdeborahj brandmeaningmanagement AT parkcwhan brandmeaningmanagement |