The DOI matches its Crossref record.
Defining A "Brand": Beyond The Literature With Experts' Interpretations
Abstract
There are many definitions of the "brand", yet a comprehensive theory of the brand construct is still missing. This paper is a step towards developing a theory for the brand construct. Through analysis of the literature and focused interviews with 20 leading edge brand consultants, we propose a concept of the brand as a multidimensional construct, matching a firm's functional and emotional values with the performance and psychosocial needs of consumers.
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Citations
Cited by
Hwang, J., Abbas, J., Joo, K., Choo, S.-W., & Hyun, S. S. (2022) · International Journal of Environmental Research and Public Health · doi:10.3390/ijerph19063430 · Cited by 62
Understanding the Role of Brand Salience in Brand Choice Decisions in the Charity Sector
Ngo, L. V., Gregory, G., Miller, R., & Lu, L. (2022) · Australasian Marketing Journal · doi:10.1177/1839334921999477 · Cited by 7
Metadata
- Authors
- de Chernatony, L., & Dall'Olmo Riley, F.
- Venue
- Journal of Marketing Management
- Publisher
- Informa UK Limited
- Published
- 1998-06
- Volume
- 14
- Issue
- 5
- Pages
- 417-443
- ISSN
- 0267-257X (ISSN-L)
- 1472-1376
- OpenAlex
- W2023464248
- Cited by
- 620
- References
- 0
- FWCI
- 14.12
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
