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Keywords: Brand definition
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (2): 351–374.
Published: 16 December 2021
... Licensed re-use rights only Brands Branding Brand definition Marketing definitions Brand concepts […] today’s problem [is] most, if not almost all, definitions that we come across aren’t definitions, but rather descriptions – most often they describe the effect brands have and call...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (6): 811–826.
Published: 25 May 2012
... fictional and computer‐synthesized, HyperReal brands and the reverse product placement phenomenon. © Emerald Group Publishing Limited 2012 Brand definition Brands Virtual worlds Brand equity Reverse product placement Film A name, term, sign, symbol, or design, or a combination...
