Communication de conférence


The Brand multiple : a social world perspective


in 25th IMP Conference, Marseille, September 3-5, 2009

par Sitz, Lionel (1981-....)

2009 - 7 P. - En anglais

Résumé

This research is a theoretical reflection on brand and branding. It adopts a social world perspective and strives at showing that a brand has no image or identity but rather is multiple. The key idea is that brand is actually performed and doesn't possess any durable ontology.



Signalez un lien brisé

Chargement des enrichissements...