Towards new conceptualizations of branding: Theories of the middle range

Marketing Theory

Volumn 9, Issue 1, 2009, Pages 95-100

  Brodie, Roderick J ^a,c   De Chernatony, Leslie ^b,d  

^a UNIVERSITY OF AUCKLAND BUSINESS SCHOOL   (New Zealand)

^b UNIVERSITY OF BIRMINGHAM   (United Kingdom)

^c UNIVERSITY OF AUCKLAND   (New Zealand)

^d UNIVERSITY OF BIRMINGHAM   (United Kingdom)

Author keywords

Brand definition; Brand meanings; Middle range theory; Theory versus theorizing

Indexed keywords

EID: 61849135297     PISSN: 14705931     EISSN: 1741301X     Source Type: Journal    
DOI: 10.1177/1470593108100057     Document Type: Article

References (10)

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