Brand Systems: a Conceptual Framework For the Sociological Analysis of Brand Phenomena

Complex brand phenomena, such as brand identity, brand community, and consumer emancipation, have recently been on the rise and of interest for consumer researchers. Yet despite their significance for consistent interpretations, the exact relationships between these perspectives remain largely neglected. This paper advances the “brand system” notion of Giesler and Venkatesh (2005) to approach this gap in knowledge from a sociological perspective. A qualitative content analysis on five prominent CCT studies on brands is conducted, that informs about the diversity of the explored brand phenomena. Set in this context, the questions about how brand systems emerge, evolve, and dissolve are answered. Implications of the brand systems concept for future consumer research are discussed.


Marius Luedicke and Markus Giesler (2005) ,"Brand Systems: a Conceptual Framework For the Sociological Analysis of Brand Phenomena", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 520-521.


Marius Luedicke, University of St. Gallen
Markus Giesler, York University


E - European Advances in Consumer Research Volume 7 | 2005

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