The Consumer Culture Theory of Brands

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 and thei...

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Библиографическая информация
Главный автор:	Pennington, Robert
Формат:	Электронная книга
Язык:	English
Публикация:	Newcastle-upon-Tyne Cambridge Scholars Publisher, 2019.
Предметы:	Brand loyalty. Consumption (Economics) EBSCO eBooks Electronic books.
Online-ссылка:	EBSCOhost Перейти в каталог НБ ТГУ

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