Leveraged marketing communications: the importance of studying the transfer of object-to-brand associations
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367725471
Date de publication :
25 sept. 2023
Dimensions :
24,6 x 17,4 cm
Poids :
460 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.