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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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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Pennington, Robert
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Newcastle-upon-Tyne : Cambridge Scholars Publisher, 2019.
Temas:
Acceso en línea:Texto completo