“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.
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