Work

Perspectivas contemporâneas sobre marcas: um estudo sobre abordagens e dinâmicas na comunicação

Year: 2024

Type: article

Abstract: This study investigates contemporary approaches researchers in Communication use to study brands, reflecting on the multifaceted and dynamic concept of this theme. A systematic analysis of 77 articles published in Brazilian journals from 2018 to 2023 found and discussed five main thematic axes: culture and social values, economy and market, ethics and social responsibility, audience experience, and visual identity and symbolism. Results point to a wealth of perspectives that show the complexity of the subject and the possibility of approaching it in various ways.

Source: Organicom

DOI: 10.11606/issn.2238-2593.organicom.2024.223715

Author: Dôuglas Aparecido Ferreira

Institution: Universidade Federal de Minas Gerais

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4404240937

FWCI:

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