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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
Statement of
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
Appears in Collections:Aurora harvest 7
Business School publications

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