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- W3201219174 abstract "Abstract 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 as a Gestalt system of alliances. Brand Sociology fills a gap in the classical economic approach and makes it possible to understand the central target variables of brand management as social dynamics and to direct them in a targeted manner. The following article traces for the first time the foundations and history of a Gestalt sociological approach to brand research and relates its contribution in the field of interplay between Gestalt research, sociology, and identity-based brand economics." @default.
- W3201219174 created "2021-09-27" @default.
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- W3201219174 date "2021-08-01" @default.
- W3201219174 modified "2023-10-18" @default.
- W3201219174 title "Gestalt as a Determinant of Brand Management – A Sociological Perspective on Branding in German-Speaking Discourse" @default.
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- W3201219174 doi "https://doi.org/10.2478/gth-2021-0019" @default.
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