Gestalt as a Determinant of Brand Management – A Sociological Perspective on Branding in German-Speaking Discourse
For almost 40 years, a specific form of brand management with scientific and practical resonance has been evolving in Germany, Austria, and Switzerland – along with a multitude of microeconomic schools and authors. This form of brand management goes by the term “Brand Sociology” and sees the brand a...
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| Format: | Article |
| Language: | deu |
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Sciendo
2021-08-01
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| Series: | Gestalt Theory |
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| Online Access: | https://doi.org/10.2478/gth-2021-0019 |