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| Tekijä: | Hammann, P. Palupski, R. Bofinger, K. |
| Otsikko: | Markenstress: Ergebnisse einer explorativen Erhebung unter Jugendlichen |
| Lehti: | Marketing: Zeitschrift fur Forschung und Praxis
1997 : 3.Q, VOL. 19:3, p. 177-183 |
| Asiasana: | BRANDS CUSTOMERS COMPANIES YOUTH CULTURE |
| Kieli: | ger |
| Tiivistelmä: | Companies and their customers can considerably benefit from the use of brands. However, negative effects can also appear. In 1996, an explorative inquiry among youths was conducted to gather information on the relevance of this aspect. In the article, 'brand stress' is introduced and discussed. 'Brand stress' occurs as a result of brand-centered communication that can cause psychic and even physical harm to individuals. Companies have the possibility to react to this phenomenon with different strategies ranging from ignorance to critical reflection. |
SCIMA