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| Tekijä: | O'Reilly, D. |
| Otsikko: | Cultural brands/branding cultures |
| Lehti: | Journal of Marketing Management
2005 : JUL, VOL. 21:5-6, p. 573-588 |
| Asiasana: | Arts marketing Brands Culture Culture marketing |
| Kieli: | eng |
| Tiivistelmä: | This article explores the interface between culture and business and branding related to it. In spite of developments in Arts Marketing theory, wider social and cultural issues have to be taken into account. This paper examines the way in which processes of meaning-making have been theorised in consumption and cultural studies. It is suggested that brands are symbolic articulators of production and consumption. Accordingly, all brands are representational texts and are socially, not merely managerially, constructed. |
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