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Brand worlds from articulation to integration

Berthon, P R and Pitt, L F and Chakrabarti, R and Berthon, J P (2011) Brand worlds from articulation to integration. Journal of Advertising Research, 51 (1). pp. 182-194. ISSN 0021-8499

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Abstract

In this paper, the authors reflect upon the last half-century of branding research, offering both integration and insight. They chart how the understanding of brands has evolved from mark-through mimesis, expression, and symptom to self-organizing phenomenon. Using Popper’s Three Worlds hypothesis, they show how the various fragmented streams of branding research can be integrated so that they complement and supplement each other. The authors then provide a prognosis on the future evolutions of brands and branding research.

Item Type: Article
Journal or Publication Title: Journal of Advertising Research
Subjects: UNSPECIFIED
Departments: Lancaster University Management School > Marketing
ID Code: 45783
Deposited By: ep_importer_pure
Deposited On: 11 Jul 2011 19:38
Refereed?: Yes
Published?: Published
Last Modified: 19 Dec 2013 15:24
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/45783

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