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 - 2018
Language(s) - English
Resource type - Dissertations/theses
DOI - 10.31274/etd-180810-4863
Subject(s) - character (mathematics) , advertising , process (computing) , embedding , function (biology) , business , marketing , art , computer science , mathematics , artificial intelligence , biology , geometry , operating system , evolutionary biology