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 areas of interest. It also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image. The text reflects the importance of brand leveraging as the sections cover in-depth discussion on cross-country and tourism images, corporate and sponsorship images, individual and celebrity images, and cultural and social images. It provides a comprehensive and holistic look at the concept of image: the topics range from theories of image creative to other image studies on a country, corporate, and individual level. The sections cover the major topics currently being debated in image marketing and the psychology of communications. Several new and innovative concepts are also introduced in the book.

Creating Images and the Psychology of Marketing Communication is intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication.

Reviews

" 'Creating Images and the Psychology of Marketing Communication' is a veritable 'tour d' horizon' of the psychology of perception, communication, and image creation….it provides something for everyone….the strengths of this book lie in its comprehensive coverage of critical factors that influence the creation and communication of brand images in marketing campaigns and strategies. It should be considered a detailed source book, to be visited, like the buffet, when one has a clear need for a particular piece of brand image or marketing information in mind."

—PsycCRITIQUES

"…Kahle emphasized that the book is not meant to be the final word on the subject of image marketing. Rather, it provides a useful starting point for scholars and marketing professionals to underss complex concept as it relates to the diversity of consumer behavior."

—Oregon E-News

Contents

Contents: C.W. Park, Foreword. Preface. Part I: Theories of Image. D.M. Boush, S.M. Jones, A Strategy-Based Framework for Extending Brand Image Research. L.A. Brannon, T.C. Brock, Measuring the Prototypicality of Product Categories and Exemplars: Implications of Schema Correspondence Theory. J. Kimura, Emergence and Change of Consumer Product Image in Social Constructionism Perspective. P.J. Mazzocco, T.C. Brock, Understanding the Role of Mental Imagery in Persuasion: A Cognitive Resources Model Analysis. B. Schmitt, From Image to Experience. Part II: Country Image. W. Na, Y. Son, C-H. Kim, R. Marshall, Building a National Image With Words: The Role of Word of Mouth in Establishing Korea's International Image. D-S. Cho, Y-G. Suh, Measuring the National Image: The Case of South Korea. G. Larsen, V. George, The Social Construction of Destination Image: A New Zealand Film Example. K. ...