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...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Newcastle-upon-Tyne
Cambridge Scholars Publisher
2019
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| Schlagworte: | |
| Online-Zugang: | HWR01 |
| Zusammenfassung: | 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 their brand use. This book explains what brands mean to consumers, and how they use brands for their own purpose of conveying that meaning to others. It illuminates not only how consumers use brands to communicate, but also how advertising has become an integral component of the cultural communication system that is consumption |
| Beschreibung: | Description based on publisher supplied metadata and other sources |
| Beschreibung: | 1 Online-Ressource (179 Seiten) |
| ISBN: | 9781527538740 |
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Datensatz im Suchindex
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T18:58:07Z |
| indexdate | 2024-07-10T09:19:26Z |
| institution | BVB |
| isbn | 9781527538740 |
| language | English |
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| spelling | Pennington, Robert Verfasser aut The Consumer Culture Theory of Brands Newcastle-upon-Tyne Cambridge Scholars Publisher 2019 ©2019 1 Online-Ressource (179 Seiten) txt rdacontent c rdamedia cr rdacarrier Description based on publisher supplied metadata and other sources 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 their brand use. This book explains what brands mean to consumers, and how they use brands for their own purpose of conveying that meaning to others. It illuminates not only how consumers use brands to communicate, but also how advertising has become an integral component of the cultural communication system that is consumption Brand loyalty Erscheint auch als Druck-Ausgabe Pennington, Robert The Consumer Culture Theory of Brands Newcastle-upon-Tyne : Cambridge Scholars Publisher,c2019 9781527536845 |
| spellingShingle | Pennington, Robert The Consumer Culture Theory of Brands Brand loyalty |
| title | The Consumer Culture Theory of Brands |
| title_auth | The Consumer Culture Theory of Brands |
| title_exact_search | The Consumer Culture Theory of Brands |
| title_exact_search_txtP | The Consumer Culture Theory of Brands |
| title_full | The Consumer Culture Theory of Brands |
| title_fullStr | The Consumer Culture Theory of Brands |
| title_full_unstemmed | The Consumer Culture Theory of Brands |
| title_short | The Consumer Culture Theory of Brands |
| title_sort | the consumer culture theory of brands |
| topic | Brand loyalty |
| topic_facet | Brand loyalty |
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