English, Article edition: Successful brands or key to any company's success POPESCU Ruxandra Irina

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Bookmark: http://trove.nla.gov.au/version/106953
Physical Description
  • article
Language
  • English

Edition details

Title
  • Successful brands or key to any company's success
Author
  • POPESCU Ruxandra Irina
Physical Description
  • article
Notes
  • “Some consumers would walk a mile just to find Camel cigarettes and would wait in line for hours to buy a Swatch. Others are attached to their cars or motorcycles, while teenagers spend hours and hours talking about hip clothing brands” (Schroeder &​ Salzer-Morling, 2006). The subsequent question is: are these people victims of manipulation, publicity or are they simply people who love symbols? Chevalier and Mazzalovo (2004) claim that a brand does not represent manipulation, that consumers choose certain brands as they see them as the best on the market.
  • brand, marketing, global brands’ value, consumers
  • RePEc:rom:econmn:v:12:y:2009:i:1special:p:174-179
Language
  • English
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