Dasgupta, Sabyasachi and Biswal, Santosh and Ramesh, Anil (eds.).
Dasgupta, Sabyasachi
, Biswal, Santosh and Ramesh, Anil
(2017)
Holistic approaches to brand culture and communication across industries.
Advances in Marketing, Customer Relationship Management, and E-Services, (AMCRMES) Book Serie
.
IGI Global, Hershey, pp. 1-279.
ISBN 9781522531500
Holistic Approaches to Brand Culture and Communication Across Industries_ 9781522531500_ Business & Management Books _ IGI Global.pdf - Published Version
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Abstract
Holistic Approaches to Brand Culture and Communication Across Industries is a pivotal reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Featuring extensive coverage on relevant areas such as consumer behavior, observational research, and brand equity, this publication is an ideal resource for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
| Item Type: | Book |
|---|---|
| Keywords: | Brand Equity | Celebrity Endorsement | Consumer Behavior | Cross-Cultural Branding |
| Subjects: | Social Sciences and humanities > Business, Management and Accounting > General Management |
| JGU School/Centre: | Jindal Global Business School |
| Depositing User: | Amees Mohammad |
| Date Deposited: | 07 May 2022 11:15 |
| Last Modified: | 11 Jun 2022 05:57 |
| Official URL: | https://10.4018/978-1-5225-3150-0 |
| URI: | https://pure.jgu.edu.in/id/eprint/2895 |
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