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Brand worlds: From articulation to integration

Brand worlds: From articulation to integration
Brand worlds: From articulation to integration
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.
0021-8499
182-194
Berthon, Pierre
60a654d1-d439-4c83-ae32-3daba3e6deab
Pitt, Leyland
94b66197-da5c-4874-aba8-9b2e0313661c
Chakrabarti, Ronika
f55096f1-2e8d-4ee4-b3bb-1f4dfde782c5
Berthon, Jean-Paul
36fbfb97-ffcf-4318-9731-4e28b821ad39
Simon, Mario
0381f91d-36cf-4edc-9177-565f5420a9f8
Berthon, Pierre
60a654d1-d439-4c83-ae32-3daba3e6deab
Pitt, Leyland
94b66197-da5c-4874-aba8-9b2e0313661c
Chakrabarti, Ronika
f55096f1-2e8d-4ee4-b3bb-1f4dfde782c5
Berthon, Jean-Paul
36fbfb97-ffcf-4318-9731-4e28b821ad39
Simon, Mario
0381f91d-36cf-4edc-9177-565f5420a9f8

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, 182-194.

Record type: Article

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.

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Published date: March 2011

Identifiers

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

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Date deposited: 04 May 2011 08:46
Last modified: 19 Jul 2019 23:03

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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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