Consumers and Mixed-Brands: On the Polysemy of Brand Meaning
Brands have become one of the most discussed phenomena of marketing research in recent years. They are ubiquitous in the marketplace and virtually impossible for consumers to avoid. The corporate obsession with brands is likely to continue since the wealth of “how-to-do-branding” strategy handbooks suggest that brands are the magical panacea for creating superior business performance. In short, we