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Technological advances, alongside increasing globalization and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and …
Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for …
Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive …
In recent years, branded content and entertainment have become standard practice for brands, advertising agencies, and production companies. This volume analyzes branded content …
Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and …
Ethnic-themed restaurants are informal but powerful ambassadors for a country’s culture and contributors to local and national economies. Communicating authenticity and quality are …
This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the …