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.

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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)
Subjects:

ePrint ID: 183735
Date :
Date Event
March 2011Published
Date Deposited: 04 May 2011 08:46
Last Modified: 18 Apr 2017 02:22
Further Information:Google Scholar
URI: http://eprints.soton.ac.uk/id/eprint/183735

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