Brand meaning management / edited by Deborah J. MacInnis, C. Whan Park ; contributors, Megha Agarwal [and twenty-five others].
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 t...
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