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...
| Main Author: | |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
Newcastle-upon-Tyne
Cambridge Scholars Publisher,
2019.
|
| Subjects: | |
| Online Access: | EBSCOhost Перейти в каталог НБ ТГУ |
Table of Contents:
- Overview
- Cultural use of objects as signs
- Economics and brands
- Consumer view of brands
- Brands as consumer signifiers
- Brands as language
- Implications.