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(Ebook) The Consumer Culture Theory Of Brands by Robert Pennington ISBN 9781527536845, 9781527538740, 152753684X, 1527538745

  • SKU: EBN-23284464
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5.0

25 reviews
Instant download (eBook) The Consumer Culture Theory Of Brands after payment.
Authors:Robert Pennington
Pages:180 pages.
Year:2019
Editon:1st Edition
Publisher:Cambridge Scholars Publishing
Language:english
File Size:1.0 MB
Format:pdf
ISBNS:9781527536845, 9781527538740, 152753684X, 1527538745
Categories: Ebooks

Product desciption

(Ebook) The Consumer Culture Theory Of Brands by Robert Pennington ISBN 9781527536845, 9781527538740, 152753684X, 1527538745

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 system that is consumption.
*Free conversion of into popular formats such as PDF, DOCX, DOC, AZW, EPUB, and MOBI after payment.

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