RT Journal Article
SR Electronic
T1 Brand Worlds
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 182
OP 194
DO 10.2501/JAR-51-1-182-194
VO 51
IS 1 50th Anniversary Supplement
A1 Pierre Berthon
A1 Leyland F. Pitt
A1 Ronika Chakrabarti
A1 Jean-Paul Berthon
A1 Mario Simon
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/182.abstract
AB In this paper, the authors reflect upon the last half-century of branding research, offering both integration and insight. They chart how the understanding of brands has evolved from mark-through mimesis, expression, and symptom to self-organizing phenomenon. Using Popper's Three Worlds hypothesis, they show how the various fragmented streams of branding research can be integrated so that they complement and supplement each other. The authors then provide a prognosis on the future evolutions of brands and branding research.