| Autor: |
Hansjoerg Gaus, Steffen Jahn, Jan Drengner, Tina Kiessling |
| Rok vydání: |
2015 |
| Předmět: |
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| Zdroj: |
Marketing in Transition: Scarcity, Globalism, & Sustainability ISBN: 9783319186863 |
| DOI: |
10.1007/978-3-319-18687-0_14 |
| Popis: |
In modern consumer societies brands are closely tied to cultural context. Therefore, brands contain meanings that go far beyond functional characteristics. Consumers have become more and more culturally competent, being able to ‘read’ even complex brand meaning. Values are frequently named as being a central element of brand meaning. While it has been common for a long time to speak of brand values in the literature on branding, an increasing number of empirical studies underscoring the relevance of a brand values construct have only recently been published. However, this concept is not well-developed. Consequently, a sound instrument to measure brand values does not exist. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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