Exploring the brand's world-as-asemblage : the brand as a market shaping device
Year of publication: |
2015
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Authors: | Onyas, Winfred Ikiring ; Ryan, Annmarie |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 31.2015, 1/2, p. 141-166
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Subject: | performativity | agencements | brands | market shaping | ethnography | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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