Sociology of Branding: "Just do it" in the "No Limits" World

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F17%3A%230000238" target="_blank" >RIV/04274644:_____/17:#0000238 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Sociology of Branding: "Just do it" in the "No Limits" World
Original language description
Brands are an important element of a consumer culture. They represent communication media of symbolic meanings, in which they are realized and confirm critical aspects in social, cultural and psychological life contexts. Not only is the function of brand to explain the world of (im)material values and options and make them accessible, but also to reduce feelings of uncertainty with regard to multiple consumer choices in conditions of expanding consumer options. Historically, the trademarks change the traditional personified relationships of trust of local merchants and customers and generate its new impersonal form in the global environment of interactive relationships of manufacturers and consumers. The modern consumer is thus no longer a passive object of pervasive techniques and manipulation by vendors, but also an active actor in the process of manufacture, innovations, product communication and creation of the brand value. This study shows, that brands should be communicated as open contexts, ins
Czech name
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Czech description
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Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50401 - Sociology

Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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