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The Ethical Backlash of Corporate Branding

Abstract:

Past decades have witnessed the growing success of branding as a corporate activity as well as a rise in anti-brand activism. While appearing to be contradictory, both trends have emerged from common sources - the transition from industrial to post-industrial society, and the advent of globalization - the examination of which might lead to a socially grounded understanding of why brand success in the future is likely to demand more than superior product performance, placing increasing demand ...

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Publication date:
2007-07-05
URN:
uuid:f2430ce1-2834-4742-92c1-3314aa24a1b5
Local pid:
oai:eureka.sbs.ox.ac.uk:1965

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