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https://hdl.handle.net/2440/85149
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Type: | Journal article |
Title: | Towards new conceptualizations of branding: theories of the middle range |
Author: | Brodie, R. de Chernatony, L. |
Citation: | Marketing Theory: an international review, 2009; 9(1):95-100 |
Publisher: | Sage Publications |
Issue Date: | 2009 |
ISSN: | 1470-5931 1741-301X |
Statement of Responsibility: | Roderick J. Brodie, Leslie de Chernatony |
Abstract: | It is suggested there is a need to broaden theorizing about brands to include service, relational and social perspectives as well as the traditional managerial perspective. Rather than attempt to develop a grand theory about brands, a more productive approach is to focus on the interface between theory and practice, provided by the managerial, service, relational and social perspectives to develop a federation of theories. This paper provides nine perspectives which serve as a basis for this middle range thinking. |
Keywords: | Brand definition; brand meanings; middle range theory; theory versus theorizing |
Rights: | Copyright © 2009 SAGE |
DOI: | 10.1177/1470593108100057 |
Published version: | http://dx.doi.org/10.1177/1470593108100057 |
Appears in Collections: | Aurora harvest 7 Business School publications |
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