• Corpus ID: 18225526

The Evolving Nature of Branding: Consumer and Managerial Considerations

  title={The Evolving Nature of Branding: Consumer and Managerial Considerations},
  author={Martha R. McEnally},
This paper is primarily a review of the brand literature and has two aims. The first is to bring together two separate streams of literature: (1) the literature about brand concepts developed by management and (2) the literature about brand images developed by consumers. Doing so clarifies the nature of the dual processes of corporations creating and communicating brand concepts to consumers who then form brand images in memory. The second aim is to examine the dynamic nature of brands in terms… 

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