Results 301 to 310 of about 493,088 (328)
Some of the next articles are maybe not open access.
2013
We must deconstruct, of course, but on condition that we also reconstruct. There is no lack of research that can help us to forge a better understanding of the notion of identity. This research is equally fertile when it is transferred to the world of brands, where it makes possible a stimulating redefinition of brand identity.
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We must deconstruct, of course, but on condition that we also reconstruct. There is no lack of research that can help us to forge a better understanding of the notion of identity. This research is equally fertile when it is transferred to the world of brands, where it makes possible a stimulating redefinition of brand identity.
openaire +2 more sources
Journal of Business Research, 2017
The commentary endorses the view of brands as complex social relations that develop among a multitude of enacted stakeholder identities and discusses in what ways this perspective may lead to a novel paradigm of brand building – one that highlights the dynamic and fluid character of brand identity.
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The commentary endorses the view of brands as complex social relations that develop among a multitude of enacted stakeholder identities and discusses in what ways this perspective may lead to a novel paradigm of brand building – one that highlights the dynamic and fluid character of brand identity.
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Brand Revolution: Rethinking Brand Identity
Journal of Product & Brand Management, 2014openaire +1 more source