The consumer culture theory of brands
"Brands are components of consumer discourse. Marketers create them as devices to sell their products or services. However, once brands are marketed, they belong to consumers, because the latter confer relevance or recognition upon them. Brand viability depends upon significance to consumers an...
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Newcastle upon Tyne, UK
Cambridge Scholars Publishing
2019
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| Online-Zugang: | FUBA1 |
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