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
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