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Brand Culture.
1 ofertas de 41.95 a 41.95 €
Schroeder, J.. 0-415-35599-0 edic.2006 Recent research has shown that brands are interpreted in multiple ways, prompting an illuminating reconsideration of how branding 'works', and shifting attention from producers to consumer response in order to understand how this interaction creates meaning. Yet, till now, an awareness of the basic cultural processes affecting contemporary brands, such as historical context, ethical concerns and consumer response, has been missing. This fascinating book shows that neither managers nor consumers completely control branding processes - cultural codes constrain how brands
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