Understanding and managing the brand space

MIT Sloan Management Review

Volumn 44, Issue 2, 2003, Pages 49-54

  Berthon, Pierre ^a   Holbrook, Morris B ^b   Hulbert, James M ^c  

^a BENTLEY COLLEGE   (United States)

^b Department of Marketing ^*  (United States)

^c The Sanford C Bernstein Co Center for Leadership and Ethics   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 20444493961     PISSN: 7653697     EISSN: 1782155X     Source Type: Journal    
DOI: None     Document Type: Article

References (25)

1. V. Swaminathan. R.J. Fox and S.K. Reddy, The Impact of Brand Extension Introduction on Choice," Journal of Marketing 65, no. 4 (2001): 1-15.
2. N. Capon, P.R. Berthon, J.M. Hulbert and L.F. Pitt, "Brand Custodian: The New Role of Senior Management," European Management Journal 19, no. 3 (2001): 215-227.
3. T. Ambler, "Do Brands Benefit Consumers?" International Journal of Advertising 16 (1997): 167-198;
4. and P. Kotler, "Marketing Management" (Englewood Cliffs, New Jersey: Prentice-Hall, 1996).
5. P.R. Berthon, J.M. Hulbert and L.F. Pitt, "Brand Management Prognostications," Sloan Management Review (winter 1999): 53-65.
6. K.R. Popper, "Knowledge and the Body-Mind Problem: In Defense of Interaction," ed. M.A. Notturno (London: Routledge, 1994).
7. K.E. Weick, "The Social Psychology of Organizing" (Reading, Massachusetts: Addison Wesley, 1979).
8. E. Tauber, "Brand Leveraging: Strategies for Growth in a Cost-Control World," Journal of Advertising Research 28 (August-September 1988): 26-30;
9. and D.A. Aaker, "Managing Brand Equity: Capitalizing on the Value of the Brand Name" (New York: Free Press, 1996).
10. S.K. Reddy, S.L Holak and S. Bhat, "To Extend or Not To Extend: Success Determinants of Line Extensions," Journal of Marketing Research 31 (May 1994): 243-262.
11. "Software's Holy Grail: No-Fuss Clicking Is What Consumers Need Most," Business Week, June 24, 1996, 50-53.
12. R. Tomkins, "The Giant Who Lurks Behind a Smokescreen," Financial Times, Feb. 3, 1997, 14.
13. J.A. Howard and J. Sheth, The Theory of Buyer Behavior" (New York: John Wiley & Sons, 1969);
14. M.B. Holbrook and E.C. Hirschman, The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun," Journal of Consumer Research 9 (September 1982): 132-140;
15. and A. Chaudhuri and M.B. Holbrook, The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty," Journal of Marketing 65 (April 2001): 81-93.
16. M. Addis and M.B. Holbrook, 'On the Conceptual Link Between Mass Customisation and Experiential Consumption: An Explosion of Subjectivity," Journal of Consumer Behaviour 1 (June 2001): 50-66.
17. Berthon, "Brand Management" (winter 1999).
18. "Make It Simple. That's P&G's New Marketing Mantra - And It's Spreading," Business Week, Sept. 9, 1996, 56-61.
19. Berthon, "Brand Management" (winter 1999).
20. P.R. Berthon, L.F. Pitt and R.T. Watson, The World Wide Web as an Advertising Medium: Towards an Understanding of Conversion Efficiency," Journal of Advertising Research 36 (January-February 1996): 43-53;
21. and Berthon, "Brand Management" (winter 1999).
22. P.R. Berthon, J.M Hulbert and M.B. Holbrook, "Beyond Market Orientation: A Conceptualization of Market Evolution," Journal of Interactive Marketing 14 (summer 2000): 50-66.
23. M.B. Holbrook and E.C. Hirschman, The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun," Journal of Consumer Research 9 (September 1982): 132-140;
24. J.B. Pine II and J.H. Gilmore, The Experience Economy: Work Is Theatre and Every Business a Stage" (Boston: Harvard Business School Publishing, 1999);
25. and B. Schmitt, "Experiential Marketing: How To Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands" (New York: Free Press, 1999).