THE SOCIAL ROLE OF A BRAND IN MODERN SOCIETY
DOI:
https://doi.org/10.30890/2567-5273.2024-36-00-080Keywords:
Brand, social role of the brand, social identity, communication, social values, cultural identity.Abstract
In the contemporary globalized world, brands have evolved from mere identifiers of products and services to powerful social phenomena that influence culture, consumer behavior, and social structures. This article explores the social role of brands withinMetrics
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Festinger, L. (1954). A Theory of Social Comparison Processes. Human Relations, 7(2), 117–140.
Holt, D. (2004). How Brands Become Icons: The Principles of Cultural Branding. Harvard Business Review Press.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
KPMG. (2023). Corporate Responsibility and Sustainability Insights.
McKinsey & Company. (2023). Consumer Trends Report.
Nielsen. (2023). Global Sustainability Report.
OpenSocialData. (2023). Social Media Influence on Consumer Behavior.
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