Towards new conceptualizations of branding: theories of the middle range

RJ Brodie, Leslie de Chernatony

    Research output: Contribution to journalArticle

    23 Citations (Scopus)

    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.
    Original languageEnglish
    Pages (from-to)95-100
    Number of pages6
    JournalMarketing Theory
    Volume9
    Issue number1
    DOIs
    Publication statusPublished - 1 Mar 2009

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