Wheelers Books
The Consumer Culture Theory of Brands
 

The Consumer Culture Theory of Brands (Hardback, Unabridged edition)

By Pennington, Robert R.

  • $365.50
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Brands are components of consumer discourse. Marketers create them as devices to sell their products or services. However, once brands are marketed, they belong to consumers, because the latter confer relevance or recognition upon them. Brand viability depends upon significance t... read full description below.

ISBN 9781527536845
Published 28 August 2019 by Cambridge Scholars Publishing
Format Hardback, Unabridged edition
Availability
Usually ships 4-8 weeks – Internationally Sourced (on backorder)

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Full details for this title

ISBN-13 9781527536845
ISBN-10 152753684X
Stock Available
Status Internationally sourced (on backorder); allow 4-8 weeks
Publisher Cambridge Scholars Publishing
Imprint Cambridge Scholars Publishing
Publication Date 28 August 2019
International Publication Date 1 October 2019
Publication Country United Kingdom United Kingdom
Format Hardback, Unabridged edition
Edition Unabridged edition
Author(s) By Pennington, Robert R.
Category Business & Management
Sales & Marketing
Number of Pages 179
Dimensions Width: 148mm
Height: 212mm
Weight Not specified - defaults to 1,000g
Interest Age General Audience
Reading Age General Audience
Library of Congress Brand loyalty, Consumption Economics
NBS Text Sales & Marketing
ONIX Text Professional and scholarly
Dewey Code 658.827
Catalogue Code Not specified

Description of this Book

Brands are components of consumer discourse. Marketers create them as devices to sell their products or services. However, once brands are marketed, they belong to consumers, because the latter confer relevance or recognition upon them. Brand viability depends upon significance to consumers and their brand use. This book explains what brands mean to consumers, and how they use brands for their own purpose of conveying that meaning to others. It illuminates not only how consumers use brands to communicate, but also how advertising has become an integral component of the cultural communication system that is consumption.

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Author's Bio

Robert Pennington, PhD, is Professor Emeritus at Fo Guang University, Taiwan, and has held faculty positions at several universities in the USA and Taiwan in departments of communication, management, foreign languages and cultures, and in graduate institutes of international communication studies, technology and innovation management, and e-commerce. He has also lectured at universities in South Korea. The primary focus of his research is mass media as an expression of cultural theory. He has written extensively on marketing communication development, advertising and brands within consumer culture, the meanings of consumer brands, and psycho-linguistic methodology.

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