Témakiírások
Brands – meaning – society
témakiírás címe
Brands – meaning – society
intézmény
doktori iskola
témakiíró
tudományág
témakiírás leírása
László Kovács: Brands – meaning – society
Description: Brands are surrounding us in our everyday lives: besides influencing our consumer decisions, they are also able to communicate our preferences and identities. Deciphering this conveyed (communicated) meaning is only possible however, when a socially accepted meaning of the brand – a brand meaning negotiated by society –exists.
This socially accepted meaning may differ from the meaning the brand owner wants to communicate. To illustrate with an example: a fast-food chain, for example, advertises in vain that the sold food is healthy if in consumers (in society) the image is prevalent that the food in that chain is unhealthy. The same is true for some product categories: it is possible that a whole product category is condemned – or on the contrary, exalted – by society, making it difficult – or easy – for a brand to be accepted.
The research is based on brand association research, but it may also use various methods rooted in psychology and marketing.
Language requirements: English
Literature:
Batey, M. (2015): Brand meaning. New York–London: Routledge.
Fetscherin, M.–Heilmann, T. (eds.) (2015): Consumer Brand Relationships. Houndmills: Palgrave Macmillan.
Franzen, G.–Bouwman, M. (2001): The Mental World of Brands. Henley-on-Thames: World Advertising Research Center.
Franzen, G.–Moriarty, E. S. (2009): The Science and Art of Branding. Armork-London: M.E. Sharpe.
Hellmann, K-U. (2011): Fetische des Konsums: Studien zur Soziologie der Marke. Wiesbaden: VS Verlag für Sozialwissenschaften.
Holt, D. B. (2004): How Brands Become Icons: The Principles of Cultural Branding. Boston: Harvard Business School Publishing.
Kastens, I. E.–Lux, P. G. (2014): Das Aushandlungs-Paradigma der Marke. Wiesbaden: Springer Gabler.
Kornberger, M. (2010): Brand Society. Cambridge: Cambridge University Press.
Description: Brands are surrounding us in our everyday lives: besides influencing our consumer decisions, they are also able to communicate our preferences and identities. Deciphering this conveyed (communicated) meaning is only possible however, when a socially accepted meaning of the brand – a brand meaning negotiated by society –exists.
This socially accepted meaning may differ from the meaning the brand owner wants to communicate. To illustrate with an example: a fast-food chain, for example, advertises in vain that the sold food is healthy if in consumers (in society) the image is prevalent that the food in that chain is unhealthy. The same is true for some product categories: it is possible that a whole product category is condemned – or on the contrary, exalted – by society, making it difficult – or easy – for a brand to be accepted.
The research is based on brand association research, but it may also use various methods rooted in psychology and marketing.
Language requirements: English
Literature:
Batey, M. (2015): Brand meaning. New York–London: Routledge.
Fetscherin, M.–Heilmann, T. (eds.) (2015): Consumer Brand Relationships. Houndmills: Palgrave Macmillan.
Franzen, G.–Bouwman, M. (2001): The Mental World of Brands. Henley-on-Thames: World Advertising Research Center.
Franzen, G.–Moriarty, E. S. (2009): The Science and Art of Branding. Armork-London: M.E. Sharpe.
Hellmann, K-U. (2011): Fetische des Konsums: Studien zur Soziologie der Marke. Wiesbaden: VS Verlag für Sozialwissenschaften.
Holt, D. B. (2004): How Brands Become Icons: The Principles of Cultural Branding. Boston: Harvard Business School Publishing.
Kastens, I. E.–Lux, P. G. (2014): Das Aushandlungs-Paradigma der Marke. Wiesbaden: Springer Gabler.
Kornberger, M. (2010): Brand Society. Cambridge: Cambridge University Press.
jelentkezési határidő
2026-09-01