Leveraged Marketing Communications: The Importance of Studying the Transfer of Object-To-Brand Associations

ISBN-13: 9780367725464 / Angielski / Twarda / 2021 / 238 str.

Sukki Yoon; Yung Kyun Choi; Charles R. Taylor

Opis

This book examines the association between brands and entities, ideas, and contexts and combines theory and practice to offer new perspectives to help academics, practitioners, and policymakers better understand and apply LMC research.