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| Tekijä: | Tuominen, P. |
| Otsikko: | Emerging metaphors in brand management: towards a relational approach |
| Lehti: | Journal of communication management
2007 : VOL. 11:2, p. 182-191 |
| Asiasana: | brands management marketing communication |
| Kieli: | eng |
| Tiivistelmä: | This conceptual paper aims to describe, analyze, and understand the emerging metaphors (hereafter as: m-p./m-ps.) in brand management in the context of service brands. The silence metaphor illustrates the product paradigm and the monologue m-p. describes the projective paradigm. The listening m-p. demonstrates the adaptive paradigm and finally, the dialogue m-p. depicts the relational paradigm. |
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