Territories of Collaboration
Authors:
Hristina
Hristova
St. Cyril and St. Methodius University of Veliko Tarnovo, Bulgaria
Pages:
28-
42
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.
Keywords:
brand, consumers, collaboration, cultural icon, buzz marketing
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