Marcas y relaciones de autoridad en el mercado

Ángel Arrese

doi:10.15581/003.11.36423

Ángel Arrese

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Published: 1998-01-01

DOI: https://doi.org/10.15581/003.11.36423

Keywords:

Marcas, Relaciones, Autoridad

How to Cite

Marcas y relaciones de autoridad en el mercado. (1998). Communication & Society, 11(1), 91-124. https://doi.org/10.15581/003.11.36423

188

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:

Marcas, Relaciones, Autoridad

Authors

Ángel Arrese

Universidad de Navarra.

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Issue

Vol. 11 No. 1 (1998)

Section

Articles

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By submitting the article for evaluation and subsequent publication in Communicaton & Society, the AUTHOR grants exclusive economic and/or exploitation rights: reproduction, distribution, public communication, transformation/translation/creation of derivative works, and commercialisation to the University of Navarra through its Publications Service, for the maximum legal period in force -the author's lifetime and seventy years after his or her death or declaration of death-, in any country, and in any of the current and future publishing modalities, both in print and electronic versions.

In the event that the article is not accepted for publication, this transfer of rights lapses with the communication of the refusal to the AUTHOR.

The AUTHOR affirms that the article is unpublished, that it has not been sent simultaneously to another publication medium and that the rights have not been transferred exclusively previously. He is responsible to the University of Navarra through its Publications Service for the authorship and originality of his work, as well as for all pecuniary charges that may arise for the University of Navarra through its Publications Service, in favor of third parties due to actions, claims or conflicts arising from the breach of obligations by the AUTHOR.

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