Article2011

Brand Worlds

Pierre R. Berthon · LEYLAND F. PITT · Ronika Chakrabarti · Jean‐Paul Berthon · Mario Simon

11 citations0/0 files storedJournal of Advertising Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies American History and Culture

Abstract

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 Popper9s 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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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1988Possessions and the Extended Self 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?1997Dimensions of Brand Personality 2001Brand Community

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