The process of negotiating brand meaning : a symbolic interactionist perspective
Year of publication: |
2009
|
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Authors: | Ligas, Mark ; Cotte, June |
Published in: |
The evolution of brands : from signals of quality to storehouses of trust. - London [u.a.] : Routledge. - 2009, p. 377-391
|
Subject: | Markenartikel | Brand | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Persönlichkeitspsychologie | Personality psychology |
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