Structures of brand and anti-brand meaning : a semiotic spuare analysis of reflexive consumption
Year of publication: |
2015
|
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Authors: | Ostergaard, Per ; Hermansen, Judy ; Fitchett, James |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 22.2015, 1, p. 60-77
|
Subject: | Anti-branding | semiotic | consumer culture | consumer resistance | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Semiotik | Semiotics |
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