Not Just Flea-Markets, Examining the Concept of Secondhand via Different Branding Perspectives

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dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorKajalo, Sami
dc.contributor.authorHirvonen, Mari
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2020-10-18T16:01:02Z
dc.date.available2020-10-18T16:01:02Z
dc.date.issued2020
dc.description.abstractIn this paper, I’m examining the branding of secondhand and vintage as a whole and using the four branding perspectives (mind-share, emotional, viral and cultural branding). Secondhand trend has grown rapidly and continues to do so in the future, although changing consumption behaviour and production methods of fashion industry still need a lot of attention. Therefore, I am suggesting paying focusing more on branding and methods of how it is done. In previous research cultural branding has proved to be effective and thus I am applying it to the concept of secondhand.en
dc.format.extent40 + 1
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/47014
dc.identifier.urnURN:NBN:fi:aalto-202010185908
dc.language.isoenen
dc.programmeMarkkinointien
dc.subject.keywordsecondhanden
dc.subject.keywordbrandingen
dc.subject.keywordbranding perspectivesen
dc.subject.keywordcultural brandingen
dc.titleNot Just Flea-Markets, Examining the Concept of Secondhand via Different Branding Perspectivesen
dc.typeG1 Kandidaatintyöfi
dc.type.ontasotBachelor's thesisen
dc.type.ontasotKandidaatintyöfi

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