Towards new conceptualizations of branding: theories of the middle range
Date
2009
Authors
Brodie, R.
de Chernatony, L.
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Journal article
Citation
Marketing Theory: an international review, 2009; 9(1):95-100
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Roderick J. Brodie, Leslie de Chernatony
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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.
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Copyright © 2009 SAGE