Introduction

Michel Chevalier and Gérald Mazzalovo

A chapter in Pro Logo, 2004, pp 1-5 from Palgrave Macmillan

Abstract: Abstract Some consumers will literally walk a mile for a Camel, or wait in line for hours to buy the new Swatch watch. Others have carried on real intimate relationships with a make of automobile or motorcycle; meanwhile all their children can talk about for months at a time is a certain clothing label that’s all the rage at school.

Keywords: Fair Trade; Brand Identity; Alarming Event; Esthetic Pleasure; Authentic Factor (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50889-7_1

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DOI: 10.1057/9780230508897_1

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