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Public Article
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Territories of Collaboration
ISSN: 2367 - 8585
Publisher: author
Territories of Collaboration
Indexed in
Languages and Literatures
ARTICLE-FACTOR
1.3
Article Basics Score: 3
Article Transparency Score: 2
Article Operation Score: 3
Article Articles Score: 3
Article Accessibility Score: 3
SUBMIT PAPER ASK QUESTION
International Category Code (ICC):
ICC-0902
Publisher: Proglas St. Cyril And St. Methodius University Press
International Journal Address (IAA):
IAA.ZONE/236761848585
eISSN
:
2367 - 8585
VALID
ISSN Validator
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.
