The evolution of the main branding paradigms: from economic rationalism to social responsibility
The article highlights issues regarding the processes of interaction, on the one hand, changes in the dominant motives of consumer behavior, and, on the other, the evolution of the main branding paradigms over the twentieth century. It turned out that against this background, it is rather difficult...
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| Format: | Article |
| Language: | English |
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Publishing House "Grani"
2020-07-01
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| Series: | Granì |
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| Online Access: | https://grani.org.ua/index.php/journal/article/view/1494 |