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ArticlePersuasive brand management

Oriol Iglesias2012

Article2012

Persuasive brand management

90 citations·0/0 files stored·Journal of Organizational Change Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension of how brand meaning is constructed.

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References

1956The Presentation of Self in Everyday Life.1975How To Do Things With Words 2017The Interpretation of Cultures 2003Evolving to a New Dominant Logic for Marketing 2015Mind, Self, and Society 2004Co-creation experiences: The next practice in value creation 1974The Nature of Managerial Work 2015Principles of Scientific Management, The

Cited by

2019Corporate brand identity co-creation in business-to-business contexts 2016Stakeholder relationships, brand equity, firm performance: A resource-based perspective 2020Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management 2020The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity 2019Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets 2016Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty

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2016The Organic View of the Brand: A Brand Value Co-creation Modelchapter · 12 shared references 2017Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Responsearticle · 10 shared references 2018A renaissance of brand experience: Advancing the concept through a multi-perspective analysisarticle · 10 shared references 2010Once upon a timearticle · 10 shared references 2018Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"article · 10 shared references 2013The organic view of the brand: A brand value co-creation modelarticle · 9 shared references

Details

Year2012

Typearticle

Published2012-03-24

VenueJournal of Organizational Change Management

ISSN-L0953-4814

Languageen

Citations90

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

Identifiers

doi10.1108/09534811211213937

openalex_workW1514635522

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2016The brand core and its management over time

2020No matter what you do, I still love you: an examination of consumer reaction to brand transgressions