TY  - BOOK
AU  - Mas Manchón,Lluís
TI  - Innovation in branding and advertising communication
T2  - Routledge research in communication studies
AV  - HF5415.123 .I56 2021
U1  - 658.802 23
PY  - 2021///
CY  - New York
PB  - Routledge
KW  - Communication in marketing
KW  - Branding (Marketing)
KW  - Brand name products
KW  - Advertising
KW  - BUSINESS & ECONOMICS / Advertising & Promotion
KW  - bisacsh
KW  - LANGUAGE ARTS & DISCIPLINES / Communication
KW  - SOCIAL SCIENCE / Media Studies
N2  - This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques- from body image, identity and mental imagery, to self-exposure and LCM4P - intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
UR  - https://www.taylorfrancis.com/books/9781003009276
UR  - http://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
ER  -