This book, based on a conference in Seoul Korea in 2004, examines the image research in 3 parts under the theory of brand attachment. The 3 parts are Theories o
The purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various
Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communica
Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes
This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include sch