Emerging metaphors in brand management: Towards a relational approach

Journal of Communication Management

Volumn 11, Issue 2, 2007, Pages 182-191

  Tuominen, Pekka ^a  

^a TAMPERE UNIVERSITY OF TECHNOLOGY   (Finland)

Author keywords

Brand management; Communication management; Marketing communications; Metaphors

Indexed keywords

EID: 84992969663     PISSN: 1363254X     EISSN: None     Source Type: Journal    
DOI: 10.1108/13632540710747398     Document Type: Article

References (23)

1. Aaker, D. (2004), Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and Clarity, Free Press, New York, NY.
2. Aaker, J. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol. 34 No. 8, pp. 347-56.
3. Aperia, T. and Back, R. (2004), Brand Relations Management: Bridging the Gap Between Brand Promise and Brand Delivery, Liber, Malmö.
4. Boush, D. and Jones, S. (2006), “A strategy-based framework for extending brand image research”, in Kahle, L. and Kim, C.-H. (Eds), Creating Images and the Psychology of Marketing Communications, Lawrence Erlbaum Associates, London, pp. 3-29.
5. de Chernatony, L. (2002), From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands, Butterworth-Heinemann, Oxford.
6. de Chernatony, L. and Dall'Olmo Riley, F. (1998), “Defining a “brand”: beyond the literature with experts' interpretations”, Journal of Marketing Management, Vol. 14 No. 5, pp. 417-43.
7. de Chernatony, L. and McDonald, M. (2003), “Creating powerful brands in consumer, service and industrial markets”, Butterworth-Heinemann, Oxford.
8. de Chernatony, L. and Segal-Horn, S. (2001), “Building on services' characteristics to develop successful service brands”, Journal of Marketing Management, Vol. 17 Nos 7–8, pp. 645-69.
9. Christopher, M., Payne, A. and Ballantyne, D. (2002), Relationship Marketing: Creating Stakeholder Value, Butterworth-Heinemann, Oxford.
10. Duncan, T. and Moriarty, S. (1997), Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships, McGraw-Hill, New York, NY.
11. Doyle, P. (1998), Marketing Management and Strategy, Prentice Hall, London.
12. Egan, J. (2004), Relationship Marketing: Exploring Relational Strategies in Marketing, Prentice Hall, London.
13. Fournier, S. (1998), “Consumers and their brands: developing relationship theory in consumer research”, Journal of Consumer Research, Vol. 24 No. 4, pp. 343-73.
14. Fournier, S. and Yao, J. (1997), “Reviving brand loyalty: a reconceptualization within the framework of consumer-brand relationships”, International Journal of Research in Marketing, Vol. 14 No. 5, pp. 451-72.
15. Grönroos, C. (2000), Service Management And Marketing, A Customer Relationship Management Approach, Chichester, Wiley.
16. Grönroos, C. (2004), “The relationship marketing process: communication, interaction, dialogue, value”, Journal of Business and Industrial Marketing, Vol. 18 No. 2, pp. 99-113.
17. Heinonen, K. and Strandvik, T. (2005), “Communication as an element of service value”, International Journal of Service Industry Management, Vol. 16 No. 2, pp. 186-98.
18. Kapferer, J. (2004), The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, Kogan Page, London.
19. Keller, K. (2003), Strategic Brand Management: Building, Measuring and Managing Brand Equity, Prentice Hall, Upper Saddle River, NJ.
20. Keller, K. (2006), “Branding and brand equity”, in Weitz, B. and Wensley, R. (Eds), Handbook of Marketing, Sage Publications, London, pp. 151-78.
21. Lindberg-Repo, K. and Grönroos, C. (2004), “Conceptualising communications strategy for a relational perspective”, Industrial Marketing Management, Vol. 33 No. 3, pp. 229-39.
22. Louro, M. and Cunha, P. (2001), “Brand management paradigms”, Journal of Marketing Management, Vol. 17 Nos 7–8, pp. 849-75.
23. Varey, R. (2002), Relationship Marketing, Dialogue and Networks in the E-commerce Era, Wiley, Chichester.