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Dissertation sample - Advantages and disadvantages of on-line shopping
Pages 13 (3263 words)
Another issue to examine,besides the advantages and disadvantages of on-line shopping verses high street shopping is the issue of branding.This is a necessary issue to examine because branding might also influence if a person shops on-line or shops in the stores…
Branding might cause a person to shop on-line because that person is looking for specific brands that might not be available in stores. On the other hand, branding might work to encourage people to shop high street shops, because these shops do a more effective job of branding then do on-line stores. Therefore, it is necessary to examine what branding is. Branding began with the modern age. Modern consumption is also driven by the choices that were being offered in modern society, choices that were not offered in earlier societies, before mass production of goods became the norm. This mass production had a side effect as well, one that would influence the post-modern individual’s obsession with labels and designers – branding became essential, as there were so many goods flooding the market, that companies needed to distinguish their goods from the multitude of other goods that were coming into existence. According to Naomi Klein, this led to competitive branding and, ultimately, to the rise of designer labels, such as Calvin Klein and Ralph Lauren. Because brands are essentially the same – Coke is not really that much different from Pepsi, Reebok is not much different than Nike, Apples are not appreciably different from PCs – companies must find a way to differentiate themselves from their competitors. Goldman & Papson argue that this has led to a rather cluttered landscape for the world of advertising ...
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