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001 9781003009276
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006 m d
007 cr |||||||||||
008 200818t20212021enka ob 000 0 eng d
040 _aOCoLC-P
_beng
_erda
_epn
_cOCoLC-P
020 _z9781000198270
_qelectronic publication
020 _z1000198278
_qelectronic publication
020 _a9781003009276
_qelectronic book
020 _a1003009271
_qelectronic book
020 _z9781000198256
_qelectronic book
_qMobipocket
020 _z1000198251
_qelectronic book
_qMobipocket
020 _a9781000198232
_qelectronic book
020 _a1000198235
_qelectronic book
024 7 _a10.4324/9781003009276
_2doi
035 _a(OCoLC)1197775162
_z(OCoLC)1197755339
_z(OCoLC)1204625321
035 _a(OCoLC-P)1197775162
050 4 _aHF5415.123
_b.I56 2021
072 7 _aBUS
_x002000
_2bisacsh
072 7 _aLAN
_x004000
_2bisacsh
072 7 _aSOC
_x052000
_2bisacsh
072 7 _aJFD
_2bicssc
082 0 4 _a658.802
_223
245 0 0 _aInnovation in branding and advertising communication /
_cedited by Lluís Mas-Manchón.
264 1 _aNew York :
_bRoutledge,
_c2021.
264 4 _c©2021
300 _a1 online resource :
_billustrations (black and white).
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
490 1 _aRoutledge research in communication studies
520 _aThis 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
588 _aOCLC-licensed vendor bibliographic record.
650 0 _aCommunication in marketing.
650 0 _aBranding (Marketing)
650 0 _aBrand name products.
650 0 _aAdvertising.
650 7 _aBUSINESS & ECONOMICS / Advertising & Promotion
_2bisacsh
650 7 _aLANGUAGE ARTS & DISCIPLINES / Communication
_2bisacsh
650 7 _aSOCIAL SCIENCE / Media Studies
_2bisacsh
700 1 _aMas Manchón, Lluís,
_eeditor.
856 4 0 _3Read Online
_uhttps://www.taylorfrancis.com/books/9781003009276
856 4 2 _3OCLC metadata license agreement
_uhttp://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
942 _2lcc
_cEBK
999 _c16713
_d16713