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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50401 - Sociology

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Communication Today

ISSN

1338-130X

e-ISSN

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Svazek periodika

8

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

13

Strana od-do

40-52

Kód UT WoS článku

000406737900005

EID výsledku v databázi Scopus

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