Brand Culture (BOK)

Jonathan Schroeder

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This fascinating book shows that neither managers nor consumers completely control branding processes - cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include: the role of consumption brand management corporate branding branding ethics the role of advertising. This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noel Kapferer, Majken Schultz, and Richard Elliott. An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.

Produktfakta

Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2005 Forfatter Jonathan Schroeder
Forlag
Taylor & Francis
ISBN 9780415355995
Antall sider 240 Dimensjoner 23,3cm x 15,7cm x 1,2cm
Vekt 366 gram Leverandør Bertram Trading Ltd
Andre medvirkende Jonathan Schroeder, Miriam Salzer-Morling