The Brand multiple : a social world perspective | Sitz, Lionel (1981-....)
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Communication de conférence

The Brand multiple : a social world perspective

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

Sitz, Lionel (1981-....) ; Annual Conference of Industrial Marketing and Purchasing Group. 25th, Marseille, France, 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.


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