Origination the geographies of brands and branding
"From Latin American coffee and Thai silks to Danish furniture and Hollywood films, geographical associations add untold meaning and value to commodities. Yet while social science research has long focused on the 'Country of Origin' and it inextricable links to consumer behaviour, it...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Chichester, United Kingdom :
Wiley Blackwell
2015.
|
| Edición: | 1st ed |
| Colección: | RGS-IBG book series.
|
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009849090106719 |
| Sumario: | "From Latin American coffee and Thai silks to Danish furniture and Hollywood films, geographical associations add untold meaning and value to commodities. Yet while social science research has long focused on the 'Country of Origin' and it inextricable links to consumer behaviour, it has failed to develop critical ways of thinking about the geographies of brands, and branding that encompass and extend beyond this national frame. Origination: The Geographies of Brands and Branding addresses this gap by introducing the innovative theoretical and conceptual framework of origination to understand how actors involved in commodity brands and branding create meaning and value through processes of geographical association. To illustrate concepts and facilitate understanding, origination is explored through an in-depth analysis of Newcastle Brown Ale; 'national' origination is addresses by examination of the iconic Burberry brand; and 'global' origination is discussed in relation to the Apple brand. Through rigorous research, Origination: The Geographies of Brands and Branding provides innovative insights into the integral role of geographical associations in creating meaning and value in brands and branding in the contemporary international economy"--Jacket. |
|---|---|
| Descripción Física: | 1 online resource (245 pages) : illustrations (some color) |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9781118556405 9781118556313 9781118556276 |
