欢迎来到天天文库
浏览记录
ID:33320167
大小:447.80 KB
页数:28页
时间:2019-02-24
《no man’s brand brandsinstitutionsfashion and the economy》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、Noman’sbrand–Brands,institutions,fashionandtheeconomyDominicPowerandAtleHaugeresearchpaper2006:3DominicPowerandAtleHaugeDepartmentofSocialandEconomicGeographyUppsalaUniversityBox513,S-75120UppsalaSwedenTel:+46-18-4710000Fax:+46-18-4717418dominic.power@kultgeog.uu.seoratle.hauge@kultgeog.uu.
2、se“Noman’sbrand-Brands,institutions,fashionandtheeconomy”AcknowledgementsTheauthorswouldliketothanktheSwedishResearchCouncil(Vetenskapsrådet)fortheirfundingoftheprojectthispaperisbasedupon.2‘Noman’sbrand-Brands,institutions,fashionandtheeconomy’AbstractBrandinghasbecomesointertwinedwithcons
3、umptionthattoday’sconsumershaveoftendeeplypersonalrelationshipstobrandsandbrandhistories.Brandingisanattempttostrategically‘personify’productsandtoencapsulateabalancebetweendifferenteconomicvalues:quality,utility,symbolicandculturalworth.Inthispaperwearguethattherelationshipbetweenthecontem
4、poraryconsumerandproducerismediatedbyandgovernedbyareflexiveconstructionofbrands.Assuchbrandsarebestunderstoodfromaninstitutionalperspective.Thepaperillustratestheinstitutionalroleofbrandbyusingtheexampleofthefashionindustry.Itisarguedthatinthefashionindustryafocusonconsumer-producerbrand-b
5、uildingandbrandloyaltynowtakespole-positionindeterminingindustrialandinnovationdynamics.Weconcludebysuggestingthateconomicgeographyhasconsistentlyundervaluedbrandsasanareaofstudy.Bytakingbrandsasthecoreproductinindustrialproduction,ratherthanasaninterestingasideforsociologists,historiansand
6、culturaltheorists,economicgeographycanbetterunderstandtheinstitutionsgoverningtheeconomy.Inparticularbetterunderstandingtheinstitutionofbrandhelpsusbetterappreciatethedynamicssystemswithinwhichcommoditiesandcommoditychainsareformed.Keywords:economicgeography;brandandbranding;fashionindustry
7、;competitivenessandinnovation;commoditychains.Belowisgivenannualworksummary,donotneedfriendscandownloadaftereditordeleted!!!!!!WelcometovisitagainXXXXannualworksummaryDeareveryleader,colleagues:LookbackendofXXXX,XXXXyearsofwork,havethejoyofsuccessinyourw
此文档下载收益归作者所有