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Brand worlds: From articulation to integration

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

Record type: Article


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.

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Published date: March 2011


Local EPrints ID: 183735
ISSN: 0021-8499
PURE UUID: b17be647-edbf-4987-9092-11306e974e14

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Date deposited: 04 May 2011 08:46
Last modified: 18 Jul 2017 11:55

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Author: Pierre Berthon
Author: Leyland Pitt
Author: Ronika Chakrabarti
Author: Jean-Paul Berthon
Author: Mario Simon

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