Nation branding and semiotics: a case study of the 100% Pure New Zealand campaign
The objective of this study is to identify the value creation mechanism behind the 100% Pure brand, with regard to its cognitive and affective utility. This was achieved by conducting a thorough literature review on nation branding, brand personality, and semiotics. The review identified two main fa...
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| Format: | Others |
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Auckland University of Technology,
2013-07-03T02:25:31Z.
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| Online Access: | Get fulltext |