/5
0 avis
Communication de conférence
The Brand multiple : a social world perspective
in 25th IMP Conference, Marseille, September 3-5, 2009 2009 - 7 P.
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.
Issus de la même oeuvre
Chargement des enrichissements...