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Calidad Revistas Científicas Españolas
VOL.
11(1)/
1998
Author / Ángel ARRESE Associate Professor of Economic and Business Journalism. School of Communication. University of Navarra. Spain
Article /

Abstract /

This article reflects upon the role of dimension of brands within modern on their effects on final consumers. With this aim in mind, the article begins by considering the nature of brands; the author then goes on to analyze their benefits from the point of view of the supply side of the economy, but above all from the demand side; he then stu dies the communicative and relational dimension of brands within modern markets; and finally associates it to the consideration of the role of brands as the synthesis of relations of authority. From the vantage of this proposal, the author deduces some interesting conse quences regarding the interpretation of certain questions bearing on the mana gement of brands.

Keywords /

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