Structures of brand and anti-brand meaning: A semiotic square analysis of reflexive consumption

作者: Per Østergaard , Judy Hermansen , James Fitchett

DOI: 10.1057/BM.2015.4

关键词:

摘要: … , such as Google, Starbucks, Apple and Nike for example have pushed the limits of brand strategy and brand power into entirely new realms of possibility, consolidating immensely …

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