American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research

This article describes an investigation of the American Girl brand that provides a more complete and holistic understanding of sociocultural branding. Recent research on emotional branding, together with prior work on brands' symbolic nature and their role as relationship partners, represents a...

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Veröffentlicht in:	Journal of marketing 2009-05, Vol.73 (3), p.118-134
Hauptverfasser:	Diamond, Nina, Sherry, John F., Muñiz, Albert M., McGrath, Mary Ann, Kozinets, Robert V., Borghini, Stefania
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Brand management Brands Children Consumer research Culture Dolls Grandmothers Literary characters Literature Marketing Mothers Narratives Sociocultural factors
Online-Zugang:	Volltext
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