Open AccessUsing the Concept of Transvaluation in the Branding Process to Create Essential Stickiness - a case study of the launch of O, the Oprah Magazine: how embedding brand character changes the function of the product in the eyes of those who live the brand
Author(s) -
Paula Chenchar Hanus
Publication year - 2009
Language(s) - English
Resource type - Dissertations/theses
DOI - 10.31274/etd-180810-4863
Subject(s) - character (mathematics) , embedding , advertising , function (biology) , process (computing) , corporate branding , brand strategy , business , brand management , engineering , marketing , computer science , mathematics , artificial intelligence , biology , geometry , evolutionary biology , operating system
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