Sisällysluettelo:
“…Cover; SPORT BRANDS; Copyright; CONTENTS; LIST OF FIGURES AND TABLES; PREFACE; INTRODUCTION: Concepts, values and contextual framing; The difficult objectification of sport brands; The diversity of brand theories; Brand and brand equity in terms of business and consumer; 1 THE GREAT VARIETY OF SPORT BRANDS; Classical brands; Sport-specific brands; Certification and label brands; 2 THE TANGIBLE INFLUENCE OF SPORT BRANDS; The weight and impact of sport brands; The sport brands' influence on consumerism; The influence of sports products; 3 THE INTANGIBLE INFLUENCE OF SPORT BRANDS…”
Sisällysluettelo:
“…Cover; Title; Copyright; Contents; Acknowledgements; About the editor; About the contributors; 1 Introduction; PART I Cultural perspectives; 2 Brand culture and branded workers: service work and aesthetic labour in fashion retail; 3 Packaging as a vehicle for mythologizing the brand; 4 Just doing it: a visual ethnographic study of spectacular consumption behavior at Nike Town; 5 Commentary: the cultural approach to branding; PART II Corporate perspectives; 6 Transnational organization and symbolic production: creating and managing a global brand…”