Sociocultural Branding Research (Sbr): an Evolutionary Paradigm For Brand Management Theory

This paper traces the emergence of a new paradigm in brand management, Sociocultural Branding Research (SBR), and assesses the contribution that consumer research has made to its evolution. Mainstream brand management literature has emphasised the cognitive aspects of branding, whilst marginalising sociocultural perspectives, and it is argued that theory development within the discipline has been impoverished as a result. The paper provides an overview of the SBR paradigm, and identifies four distinct patterns of academic work within it. It concludes that in an era of brand culture, SBR offers much potential for theory and research in the brand management domain.


Aidan Kelly (2011) ,"Sociocultural Branding Research (Sbr): an Evolutionary Paradigm For Brand Management Theory ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 439-440.


Aidan Kelly, University of East London, United Kingdom


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing

Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne

Read More


Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions

Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA

Read More


The Secrecy Effect: Secret Consumption Polarizes Product Evaluations

Maria A Rodas, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.