LEADER 04183nam 2200613Ia 450 001 9910817181803321 005 20150611105706.0 010 $a1-78441-931-1 035 $a(CKB)3710000000410181 035 $a(EBL)2054907 035 $a(SSID)ssj0001561453 035 $a(PQKBManifestationID)16203940 035 $a(PQKBTitleCode)TC0001561453 035 $a(PQKBWorkID)14832898 035 $a(PQKB)11483775 035 $a(MiAaPQ)EBC2054907 035 $a(Au-PeEL)EBL2054907 035 $a(CaPaEBR)ebr11055517 035 $a(CaONFJC)MIL784697 035 $a(OCoLC)912318870 035 $a(UtOrBLW)bslw09342742 035 $a(EXLCZ)993710000000410181 100 $a20150611d2015 uy 0 101 0 $aeng 135 $aurun||||||||| 181 $ctxt 182 $cc 183 $acr 200 00$aBrand meaning management /$fedited by Deborah J. Macinnis, C. Whan Park 205 $aFirst edition. 210 1$aBingley, England :$cEmerald,$d2015. 210 4$d©2015 215 $a1 online resource (338 p.) 225 0 $aReview of marketing research,$x1548-6435 ;$vv. 12 300 $a"Emerald Books"--Cover. 311 $a1-78441-932-X 320 $aIncludes bibliographical references. 327 $aWhat 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. 330 $aEstablishing, expanding and leveraging brand meaning is critically important yet exceedingly complex. Successful brand meaning management is foundational to both brand differentiation and to outcomes like brand identification and brand attachment. Yet, managing this meaning over time is complex. Noted contributors to this special issue add new insights to this complex domain. A group of papers lend insight into the myriad entities involved in the meaning making process itself, such as marketers, celebrities, brand users, and the broader culture in which consumers live. A second set emphasizes the critical impact that brand meaning has on consumers and brands themselvesâoutcomes that include brand identification and attachment, social relationship management, and brand evangelism. The final set addresses when and how brand transgressions can threaten these outcomes, and what brands must do to recover from lost or tainted meanings. The volume co-editors provide an overview of the chapters and identify future research issues on brand meaning management in B2B (vs. B2C) markets, and how multi-product firms manage the collective set of meanings that comprise their brand portfolio. 410 0$aReview of Marketing Research 606 $aBusiness & Economics$xMarketing$xResearch$2bisacsh 606 $aMarket research$2bicssc 606 $aBrand name products 615 7$aBusiness & Economics$xMarketing$xResearch. 615 7$aMarket research. 615 0$aBrand name products. 676 $a658.8 701 $aMacInnis$b Deborah J$0628365 701 $aPark$b C. Whan$01647514 801 0$bUtOrBLW 906 $aBOOK 912 $a9910817181803321 996 $aBrand meaning management$94088735 997 $aUNINA