Innovation in Advertising and Branding Communication

<p>This book addresses innovative and new aspects of branding and advertising communication by drawing on a broad interdisciplinary range of theories methods and techniques– from body image identity and mental imagery to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices.</p><p>The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society communication and psychology each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots body image in video advertising brand personality transmedia personal brands erotic content in commercial images and brand fandom communities.</p><p>Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication branding and advertising online communication sociology social psychology and linguistics</p>