| Tekijä: | Grassi, W. |
| Otsikko: | The reality of brands: towards and ontology of marketing |
| Lehti: | American Journal of Economics and Sociology
1999 : APR, VOL. 58:2, p. 313-360 |
| Asiasana: | BRANDS MARKETING CONSUMER GOODS |
| Kieli: | eng |
| Tiivistelmä: | The ontology of marketing, particularly the question of what products and brands are, is still largely unexplored. The ontological status of brands hinges on their relationship with products. Idealists about brands see perceptual or cognitive acts of consumers grouped under the heading "brand awareness" or "brand image" as constitutive for the existence of brands so that, in their view, tools of the marketing mix can influence relevant mental dispositions and attitudes. |
SCIMA