Brand management in a co-creation perspective: communication as constitutive of brands
Auteur :
Hansen, Heidi
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367504892
Date de publication :
21 juil. 2021
Dimensions :
23,4 x 15,6 cm
Poids :
700 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature.