Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands

By Heidi Hansen

Book Overview

This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature.

• Format: Paperback
• Language: English
• ISBN: 0367504979
• ISBN13: 9780367504977
• Release Date: January 2023
• Publisher: Routledge
• Length: 194 Pages
• Weight: 0.66 lbs.
• Dimensions: 0.4" x 6.1" x 9.2"