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 language | English |
---|---|
Pages (from-to) | 95-100 |
Number of pages | 6 |
Journal | Marketing Theory |
Volume | 9 |
Issue number | 1 |
DOIs | |
Publication status | Published - 1 Mar 2009 |