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Parametry
- Počet stran
- 288 stránek
- Čas čtení
- 11 hodin
Více o knize
Focusing on gender dynamics, the book delves into how assigning personalities to products influences brand equity management worldwide. It presents a compelling argument that brands exhibiting both masculine and feminine traits possess the highest equity, while those lacking in either gender characteristic struggle. Through detailed examples, the author explores the concept of androgyny in branding and aims to establish a comprehensive theory, offering practitioners strategies to enhance brand equity and develop a global brand personality model.
Nákup knihy
Brand Gender, Theo Lieven
- Jazyk
- Rok vydání
- 2017
- product-detail.submit-box.info.binding
- (pevná)
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Doručení
Platební metody
Navrhnout úpravu
- Titul
- Brand Gender
- Podtitul
- Increasing Brand Equity through Brand Personality
- Jazyk
- anglicky
- Autoři
- Theo Lieven
- Vydavatel
- Springer International Publishing
- Rok vydání
- 2017
- Vazba
- pevná
- Počet stran
- 288
- ISBN13
- 9783319602189
- Kategorie
- Společenské vědy, Podnikání a ekonomie, Psychologie
- Anotace
- Focusing on gender dynamics, the book delves into how assigning personalities to products influences brand equity management worldwide. It presents a compelling argument that brands exhibiting both masculine and feminine traits possess the highest equity, while those lacking in either gender characteristic struggle. Through detailed examples, the author explores the concept of androgyny in branding and aims to establish a comprehensive theory, offering practitioners strategies to enhance brand equity and develop a global brand personality model.