| Description |
1 online resource (179 pages) |
| Contents |
Overview -- Cultural use of objects as signs -- Economics and brands -- Consumer view of brands -- Brands as consumer signifiers -- Brands as language -- Implications |
| Summary |
Brands are components of consumer discourse. Marketers create them as devices to sell their products or services. However, once brands are marketed, they belong to consumers, because the latter confer relevance or recognition upon them. Brand viability depends upon significance to consumers and their brand use. This book explains what brands mean to consumers, and how they use brands for their own purpose of conveying that meaning to others. It illuminates not only how consumers use brands to communicate, but also how advertising has become an integral component of the cultural communication s |
| Notes |
Print version record |
| Subject |
Brand loyalty.
|
|
Consumption (Economics)
|
|
Brand loyalty
|
|
Consumption (Economics)
|
| Form |
Electronic book
|
| ISBN |
1527538745 |
|
9781527538740 |
|
