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Titel och upphov The fake factor : why we love brands but buy fakes
Utgivning, distribution etc. Cyan , London ; 2005 : 2005
Utgivningsår
SAB klassifikationskod
Fysisk beskrivning
Term
ISBN 1-904879-42-X (pbk.) 1-904879-42-X :
Antal i kö:
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*1001 $aMcCartney, Sarah
*24514$aThe fake factor :$bwhy we love brands but buy fakes /$cSarah McCartney
*260 $aLondon ;$a2005 :$bCyan ,$c2005
*300 $a240 p. :$c22 cm.
*650 4$aMärkesvaror
*650 4$aVarumärken
*650 4$aKöpvanor
*650 4$aBrand name products
*650 4$aConsumer behavior
*8520 $hQbm$lMCC
*950 $aShopping
*950 $aKöpvanor
*950 $aImmateriella tillgångar
*950 $aVarumärken
*950 $aMärkesvaror
*950 $aLogotyper
*950 $aKonsumtionsvanor
*950 $aKöpvanor
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In the world of fashion & luxury goods, the brand is king. As consumers, we are literally in love with brands. In fact, this desire to own brands is so strong now that we will even buy fakes to make it happen. This book examines the relationship that consumers have with brands & comes up with some surprising results.
Acknowledgments p. ix Tribute brands p. 1 Copycat ethics p. 9 What exactly is a brand? p. 17 Separation may occur p. 25 Extension, stretching, and snapping p. 29 The promises brands make p. 37 Real stories about fakes p. 45 Brand loyalty: Why do we feel affection for a "thing"? p. 59 What you say and what I hear p. 63 Brands and their logos p. 73 Minimizing risk p. 77 People do weird things while abroad p. 81 Is this the real thing? p. 93 An Internet adventure p. 99 Cabbage and the European trainer mountain p. 109 The earner-spender generation p. 119 When greed was good p. 125 Labeled with love p. 133 Work hard, play hard, sell your grandmother p. 141 Intellectual property law and international ethics - by a non-lawyer p. 145 Expand your market: copy your own brand p. 157 Is creativity cool? p. 167 Handbags at dawn p. 175 Mavens and magazines p. 181 Shopping: a new world hobby p. 189 Maintenance and desire p. 197 Brand damage: counterfeits or customers? p. 205 Is it serious? p. 213 Notes p. 221 Bibliography p. 223 Index p. 225