A Study of Anti-branding Antecedents with Special Reference to Redbulls, Starbucks, Adbusters and Walmart
Published: 2012
Author(s) Name: Sandeep Bhattacharjee, Priyanka Pallavi
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Abstract
The growing pressure of capitalization on the economies of the world has been
on an ever increasing note. With the growing competition in both the consumer
market and the industrial market, some of the leading companies tend to cut
down on certain important issues of corporate responsibility, social
improvement initiatives and resorts to unhealthy measures. With the advent of
Internet, the online active community is fighting back. In this paper, we have
tried to identify some brands such as Redbull, Starbucks, Adbsuters & Walmart
which have been successful without putting much emphasis on branding. We
have also tried to see how they have been perceived by the customers in the
long run.
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