A semiotic analysis of consumer-generated antibranding

S. Umit Kucuk (City University of Seattle, USA)

Year of publication:	June 2015
Authors:	Kucuk, S. Umit
Published in:	Marketing theory. - London [u.a.] : Sage, ISSN 1470-5931, ZDB-ID 2201540-1. - Vol. 15.2015, 2, p. 243-264
Subject:	Antibranding \| branding \| brand semiotics \| consumer-generated branding \| and digital semiotics \| semiotics \| Markenführung \| Brand management \| Semiotik \| Semiotics \| Konsumentenverhalten \| Consumer behaviour \| Social Web \| Social web \| Markenartikel \| Brand

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