Brand worlds: From articulation to integration
In this paper, the authors reflect upon the last half century of branding research, offering both integration and insight. They chart how the understanding of brands has evolved from mark-through mimesis, expression, and symptom to self-organizing phenomenon. Using Popper's Three Worlds hypothe...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
2011-03.
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| Subjects: | |
| Online Access: | Get fulltext |