Brand worlds: From articulation to integration


Berthon, Pierre, Pitt, Leyland, Chakrabarti, Ronika and Berthon, Jean-Paul (2011) Brand worlds: From articulation to integration. Journal of Advertising Research, 51, (1), supplement 50th Anniversary Supplement, 182-194.

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Description/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
ISSNs: 0021-8499 (print)
1740-1909 (electronic)
Subjects: H Social Sciences > HF Commerce
N Fine Arts > NC Drawing Design Illustration
N Fine Arts > NE Print media
Divisions: University Structure - Pre August 2011 > School of Art
ePrint ID: 183735
Date Deposited: 04 May 2011 08:46
Last Modified: 27 Mar 2014 19:39
URI: http://eprints.soton.ac.uk/id/eprint/183735

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