Communication de conférence


The Brand multiple : a social world perspective


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

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

2009 - 7 P. - In anglais

Abstract

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.



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