Innovation in branding and advertising communication / edited by Llu�is Mas-Manch�on.
Material type: TextSeries: Publisher: New York : Routledge, 2021Copyright date: �2021Description: 1 online resource : illustrations (black and white)Content type:- text
- computer
- online resource
- 9781003009276
- 1003009271
- 9781000198232
- 1000198235
- 658.802 23
- HF5415.123 .I56 2021
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
Ebooks | IIM Kashipur | 658.802 (Browse shelf(Opens below)) | Available | E4566 |
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658.80092 LEG Legends in marketing | 658.80092 LEG Legends in marketing | 658.80092 LEG Legends in marketing | 658.802 Innovation in branding and advertising communication / | 658.802 EAG Marketing communications/ | 658.802 KIM Blue ocean strategy: how to create uncontested market space and make the competition irrelevant/ | 658.802 MAR Sustainable marketing |
This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques- from body image, identity and mental imagery, to self-exposure and LCM4P - intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
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