Oriol Iglesias, Eduard Bonet
Abstract
Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension of how brand meaning is constructed.
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Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension of how brand meaning is constructed.
Key concepts: Meaning (existential), Brand management, Comprehension, Business, Psychology, Conceptual framework, Process management, Brand awareness