LEADER 05181nam 2200685 450 001 9910460631203321 005 20200909225244.0 010 $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(EXLCZ)993710000000410181 100 $a20150527h20152015 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 00$aBrand meaning management /$fedited by Deborah J. MacInnis, C. Whan Park ; contributors, Megha Agarwal [and twenty-five others] 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 ;$vVolume 12 300 $a"Emerald Books"--Cover. 311 $a1-78441-932-X 320 $aIncludes bibliographical references. 327 $aFront Cover; Brand Meaning Management; Copyright page; Contents; List of Contributors; Editorial Advisory Board; Series Introduction: Meaning of Research and Research on (Brand) Meaning; Overview; Publication Mission; Special Issues on Critical and Emerging Areas; Volume Introduction: New Perspectives and Future Research Issues on Brand Meaning Management; Brand Meaning Makers; Marketer-Derived Brand Narratives and Brand Meaning; Celebrities and Brand Meaning; Consumers as Brand Meaning Makers; Culture and Brand Meaning; Meaning Management Outcomes; Brands and Social Relationships 327 $aBrand Identification and AttachmentBrand Evangelism; Meaning Management and Brand Transgressions; Exchange versus Communal Brand Relationships; Violating the Basis for Brand Attachment; Violations of Honor Values; Unanswered Questions; Brand Relationship Evolution; Establishing, Strengthening, Augmenting, and Revitalizing Brand Meaning; Drivers of Brand Attachment; Extensions to B2C Markets; Brand Architecture Design; References; What Does Brand Authenticity Mean? Causes and Consequences of Consumer Scrutiny toward a Brand Narrative; Introduction; Background; Brand Narratives as Stories 327 $aTwo Pretests of the Extent of Creative LicenseConsumers are "More Gullible than Suspicious"; Study 1; Method; Results; Study 2; Method; Results; Study 3; Method; Results; Discussion; General Discussion; Notes; References; APPENDIX; Managing Brand Meaning through Celebrity Endorsement; Theoretical Development; Self-Brand Connections; Celebrity as Source of Meaning; Brand Symbolism; Study 1; Method; Participants; Procedure; Independent Variables; Dependent Variable; Manipulation Checks; Results; Manipulation Checks; Hypotheses 1 and 2; Hypothesis 3; Discussion of Results from Study 1 327 $aSelf-Enhancement MotivesStudy 2; Method; Participants; Procedure; Independent and Dependent Variables; Manipulation Checks; Results; Manipulation Checks; Hypotheses Tests; Discussion of Results from Study 2; Conclusion; Notes; References; Brand Remixing: 3D Printing the Nokia Case; Brands: Private versus Communal Assets; The Rise of Remixing; Prior Research; The Impact of Remixing; The Nokia Case; 3D Printing Overview; Customizing the Lumia 820; Analysis of Remixing Activity by Users; Impact of Nokia's Remixing Initiative; Implications for Brand Management Thought and Practice 327 $aImplications for Brand ScholarsImplications for Brand Managers; Conclusion; Notes; References; Managing Cultural Equity: A Theoretical Framework for Building Iconic Brands in Globalized Markets; What is Cultural Equity?; Consumer Responses to Brands and Cultural Equity; Positive Cultural Equity of Iconic Brands; Negative Cultural Equity of Iconic Brands; Simultaneous Activation of Two Cultures (or Bicultural Priming); Evoking a Culture Defense Mindset; Salience of Intercultural Competition; Cultural Equity for Which Group?; The Building Blocks of Cultural Equity 327 $aCountry (or Region) of Origin Associations 330 $aNoted authors discuss how and why consumers identify with and become attached to brands and the challenges marketers face in creating and sustaining these states. Other meaning makers (e.g., celebrities, culture, consumers themselves) can facilitate or detract from the brand meanings marketers aim to create. 410 0$aReview of Marketing Research 606 $aMarketing$xManagement 606 $aBrand name products 608 $aElectronic books. 615 0$aMarketing$xManagement. 615 0$aBrand name products. 676 $a658.8 702 $aMacInnis$b Deborah J. 702 $aPark$b C. Whan 702 $aAgarwal$b Megha$f1982- 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910460631203321 996 $aBrand meaning management$91922553 997 $aUNINA LEADER 01216nam a22003011i 4500 001 991004166909707536 005 20031006181049.0 008 031113s1980 sp |||||||||||||||||spa d 020 $a8424913329 035 $ab1253481x-39ule_inst 035 $aARCHE-056808$9ExL 040 $aDip.to Lingue$bita$cA.t.i. Arché s.c.r.l. 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