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Vara och märkas – unga konsumenters relationer till klädindustrins varumärken

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Title: Vara och märkas – unga konsumenters relationer till klädindustrins varumärken
Authors: Gianneschi, Marcus
Issue Date: 30-Nov-2012
University: Göteborgs universitet. Handelshögskolan
Institution: Department of Business Administration ; Företagsekonomiska institutionen
Date of Defence: 2012-12-19
Disputation: Onsdagen den 19 decemmber 2012, kl 10.00, sal B 22, Handelshögskolan, Vasagatan 1
Degree: Doctor of Philosophy
Publication type: Doctoral thesis
Keywords: Consumer Culture
Clothing industry
Abstract: To brand and to be branded – Young consumers’ relations to clothing brands Brands – the logos of the global economy – have received attention both inside and outside marketing research as key symbols of our time and as powerful devices in contemporary marketing practice. Branding – an increasingly sophisticated enterprise – has taken a central role in marketers’ ambitions to become market or customer oriented. Commendable or not, trying to establish close relationships with consumers, is fund... more
ISBN: 978-91-7246-314-1
Appears in Collections:Doctoral Theses from University of Gothenburg / Doktorsavhandlingar från Göteborgs universitet
Doctoral Theses / Doktorsavhandlingar Företagsekonomiska institutionen



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