'Double distinction' : an analysis of consumer participation in Apple branding
This thesis aimed to understand the relationship between the Apple brand and Apple consumers. It presents an historical semiotic analysis of a selection of the Apple brand from 1978 to 2009 and in-depth interviews with Apple consumers. The interviews were then analysed thematically, looking at the w...
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University of Brighton
2013
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.633462 |