Name: Branding Masculinity: Tracing the Cultural Foundations of Brand Meaning (en Inglés)
SKU: 56041376
Price: 1685.68 MXN
Availability: InStock
Author: Hirschman Elizabeth C.
ISBN: 9781138933392

Formato

Libro Físico

Editorial

Routledge Chapman Hall

Autor

Hirschman Elizabeth C.

Idioma

Inglés

Encuadernación

Tapa Dura

ISBN13

9781138933392

Branding Masculinity: Tracing the Cultural Foundations of Brand Meaning (en Inglés)

Hirschman Elizabeth C. (Autor) · Routledge Chapman Hall · Tapa Dura

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Reseña del libro "Branding Masculinity: Tracing the Cultural Foundations of Brand Meaning (en Inglés)"

Branding Masculinity examines two ideologies of masculinity - one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories compose the Constellation of Masculinity for both groups. Hirschman selects a masculine prototype brand from each category and presents a detailed analysis of the images, language and marketing actions used to create the brand's masculinity over time. Using her method, marketers for other brands will be equipped to enhance the masculine status of their brands, as well. Branding Masculinity proposes that masculine brands are made, not born. Masculinity is an enduring cultural ideal which can be attached to a variety of products and brands by the appropriate use of symbols, icons and images. Scholars from various disciplines within the fields of branding, marketing, public relations and corporate identity will see this book as vital in continuing the academic discourse in the field. It will serve as a respected reference resource for researchers, academics, students and policy makers, alike.