O'Reilly, Daragh; Kerrigan, Finola - In: European Journal of Marketing 47 (2013) 5/6, pp. 769-789
production and consumption practices in the film industry with theoretical perspectives from marketing, branding, consumer … implications for marketing and branding scholars are highlighting the need to view brands within their wider brandscapes in order … understanding the granularity of the brandscape, marketing and branding practitioners can have a greater understanding of consumer …