MacInnis, Deborah J. (ed.); Park, C. Whan (ed.) - 2015 - First edition
meaning management is foundational to both brand differentiation and to outcomes like brand identification and brand …, social relationship management, and brand evangelism. The final set addresses when and how brand transgressions can threaten … of the chapters and identify future research issues on brand meaning management in B2B (vs. B2C) markets, and how multi …