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.Full text not available from this repository.
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.
|Journal or Publication Title:||Journal of Advertising Research|
|Departments:||Lancaster University Management School > Marketing|
|Deposited On:||11 Jul 2011 19:38|
|Last Modified:||28 May 2013 11:12|
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