In contemporary markets the consumption process is no longer oriented to a simple functional satisfaction of consumers but becomes meaning-based as brands are considered to be symbolic resources supporting the construction of customers’ identities (Elliot and Wattanasuwan 1998).
Pini, F. (2017). A narrative approach to luxury brands. In E. Rigaud-Lacresse, F.M. Pini (a cura di), New Luxury Management (pp. 69-83). Springer Nature [10.1007/978-3-319-41727-1_5].
A narrative approach to luxury brands
PINI, FABRIZIO
2017
Abstract
In contemporary markets the consumption process is no longer oriented to a simple functional satisfaction of consumers but becomes meaning-based as brands are considered to be symbolic resources supporting the construction of customers’ identities (Elliot and Wattanasuwan 1998).File in questo prodotto:
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