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Територии на съучастието
Territories of Collaboration

Author(s): Hristina Hristova
Subject(s): Economy, Socio-Economic Research
Published by: Великотърновски университет „Св. св. Кирил и Методий”
Keywords: brand; consumers; collaboration; cultural icon; buzz marketing

Summary/Abstract: Thе article argues for brand prosperity being dependent on the interaction between corporations and consumers under conditions of hyperconsumerism and a dynamically developing information economy. The study is based on the theories of Cultural Branding (Douglas Holt) and Buzz Marketing (Mark Hughes, Andy Sernovitz). Main issues highlighted in the paper include the creation of iconic brands and the consumers’ role in brand development.

  • Issue Year: 25/2016
  • Issue No: 1
  • Page Range: 28-42
  • Page Count: 15
  • Language: Bulgarian