A imaterialização da marca: da economia da mercadoria à economia da transformação

Autor:	Ana Baptista, Carla Suzana Dias
Rok vydání:	2019
Předmět:	Marketing comunicação marca experiência economia da transformação Dematerialization (products) Long lasting Service (business) Value (ethics) Process (engineering) Communication Political science Brand experience Production (economics) Positive economics Object (philosophy)
Zdroj:	Repositório Científico de Acesso Aberto de Portugal Repositório Científico de Acesso Aberto de Portugal (RCAAP) instacron:RCAAP CIÊNCIAVITAE
ISSN:	1983-7070
DOI:	10.18568/cmc.v16i46.1878
Popis:	Currently, brands have been recognizing that thinking about design and object production is a part of their business. Therefore, brands have been attempting to successfully develop new marketing strategies for the brand experience. However, some authors have been highlighting the need for an economy based on something more long lasting than what the memory of a service or experience of the brand causes in the public. Diverse authors argue for the development of the ‘Transformation Economy’. In this article, we will discuss the process of brand dematerialization, and thus the change of its economic value in the last decades. Our arguments will be supported on authors who think about the contemporary work from a social, economic and communicational perspectives. We aim at contributing to reflection and recognition of emerging questions which can be aligned with the complex challenges of the future financial growth.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a17225a7a00b23ce33ace8f40febbbf5 https://doi.org/10.18568/cmc.v16i46.1878 Zobrazit plný text záznamu