The three current models of social influence, and how brands can use them

This paper incorporates concepts from The Business of Aspiration: How Social, Cultural and Environmental Capital Transforms Brands (Routledge, 2021).

Three models of social influence

My book The Business of Aspiration(Routledge, 2021) is based on the premise that it is not only a business imperative, but also socially urgent for brands to start trading in the modern aspiration economy. Overproduction...