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Building Brand Authenticity: 7 Habits of Iconic Brands
Michael Beverland
€ 183.39
FREE Delivery in Ireland
Description for Building Brand Authenticity: 7 Habits of Iconic Brands
Hardcover. The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity. Num Pages: 240 pages, 1 black & white tables, 3 figures. BIC Classification: KJSA. Category: (P) Professional & Vocational. Dimension: 233 x 164 x 19. Weight in Grams: 508.
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
Product Details
Format
Hardback
Publication date
2009
Publisher
Palgrave Macmillan
Number of pages
240
Condition
New
Number of Pages
219
Place of Publication
Basingstoke, United Kingdom
ISBN
9780230580312
SKU
V9780230580312
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Michael Beverland
MICHAEL BEVERLAND is Professor of Marketing at RMIT University, School of Economics, Finance and Marketing, Australia. Beverland is a recognized academic authority of the production and consumption of authenticity with highly cited publications appearing in prestigious journals such as Advances in Consumer Research, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Consumer Research, Journal of Management ... Read more
Reviews for Building Brand Authenticity: 7 Habits of Iconic Brands
"There are only a few people on the planet that can combine the academic knowledge and practical insights of Mike Beverland. His new book offers invaluable insights on branding and should be a must-buy for those in the know. In fact it will almost certainly become the authentic guide to brand authenticity". - Mark Ritson, Associate Professor, Melbourne Business School ... Read more