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Brand worlds: From articulation to integration

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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Citation

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.

More information

Published date: March 2011

Identifiers

Local EPrints ID: 183735
URI: http://eprints.soton.ac.uk/id/eprint/183735
ISSN: 0021-8499
PURE UUID: b17be647-edbf-4987-9092-11306e974e14

Catalogue record

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

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Contributors

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

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