Brand management [[electronic resource] /] / guest editors: Leslie de Chematony ... [et. al.]

• Pubblicazione: Bradford, : Emerald, 2008
• Descrizione fisica: 1 online resource (185 p.)
• Disciplina: 658.8
• Soggetto topico: Branding (Marketing) - Management; Marketing
• Altri autori: De ChernatonyL (Leslie)
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: Cover; CONTENTS; EDITORIAL REVIEW BOARD; Guest editorial; Principles of corporate rebranding; Positive and negative brand beliefs and brand defection/uptake; Who's who in brand communities - and why?; The attractiveness and connectedness of ruthless brands: the role of trust; Provenance associations as core values of place umbrella brands; Children's use of brand symbolism; Alternative perspectives on marketing and the place brand; Consumer perceptions of brand architecture in financial services; Employer branding and its influence on managers ; Desired and perceived identities of fashion retailersUndesired self-image congruence in a low-involvement product context
• Sommario/riassunto: This e-book on Brand Management presents papers from two branding events in 2006; both the Thought Leaders International Conference on Brand Management, and The 2nd Academy of Marketing International Brand and Corporate Reputation Special Interest Group Colloquium. The papers aim to provoke new ideas on brand, corporate identity and reputation and to stimulate views on the epistemological foundations, the interpretations of the interrelationships and other substantial issues in this area.
• Titolo autorizzato: Brand management
• ISBN: 1-281-76081-1; 9786611760816; 1-84663-843-7
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910782494503321
• Lo trovi qui: Univ. Federico II
• Serie: European journal of marketing ; ; v. 42, no. 5/6.