Schwarzkopf, Stefan - Centre for Globalisation Research (CGR), School of … - 2008
-scale, international advertising agencies discovered the symbolic and emotional capacities of brands in building consumer loyalty and in … ‘invented’ brand management in 1931 (Fullerton, Low 1994; Dyer et al. 2004), little is known about how advertising agencies … advertising agencies drew on shared forms of implicit knowledge about consumer psychology which anticipated post-1950s debates …
