areas: product: branding

ARContribution by Barbara Kahn, Barbara Olsen, Jonathan Schroeder, Philip Sugai

Topics: Brands and Branding; Community and Word of Mouth; Consumer Behaviour; Corporate Perspectives; Critical, Historical and Cultural Perspectives; Equity; Experience; Extension; Personality; Strategy and Tactics

Related ARContent:

• Brand Management Course Materials
• Brand Management Book Reviews

Brands and Branding

Bedbury, Scott (2002), A New Brand World. New York: Viking [Publisher's Site].

Gobe, Marc( 2001), Emotional Branding: The New Paradigm for Connecting Brands to People. New York: Allworth [Google Books].

Holt, Douglas B. (2003), "Brands and Branding," HBS Note [Publisher's Site].

Holt, Douglas B. (2004), How Brands Become Icons: The Principles of Cultural Branding. Boston: Harvard University Press [Google Books].

Lury, Celia.( 2005), Brands: The Logos of the Global Economy. London: Routledge [Google Books].

Community and Word of Mouth

McAlexander, James H., John W. Schouten and Harold F. Koenig (2002), "Building Brand Community," Journal of Marketing, 66(1), 38-54 [Google Scholar].

Muñiz, Albert M. J. and O'Guinn, Thomas C. (2001), "Brand Community," Journal of Consumer Research, 27(March), 412-432 [Google Scholar].

Rosen, Emanuel( 2000), The Anatomy of Buzz: How to Create Word-of-Mouth Marketing. New York: Doubleday, ISBN 9780385496681 [Publisher's Site].

Consumer Behaviour

Aaker Jennifer L. (1999), "The Malleable Self: The Role of Self-Expression in Persuasion," Journal of Marketing Research, 36(1), 45-57 [Google Scholar].

Aaker, Jennifer L., Susan Fournier and S. Adam Brasel (2004), "When Good Brands Do Bad," Journal of Consumer Research, 31(1), 1-16 [Google Scholar].

Aaker David A. and Robert Jacobson (2001), "The Value Relevance of Brand Attitude in High Technology Markets," Journal of Marketing Research, 38(4), 485-493 [Google Scholar].

Fournier, Susan (1998), "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, 24(March), 343-373 [Google Scholar].

MacInnis,Deborah J., Christine Moorman and Bernard J. Jaworski (1991), "Enhancing and Measuring Consumers' Motivation, Opportunity and Ability to Process Brand Information from Ads," Journal of Marketing, 55(4), 32-53 [Google Scholar].

Park, Chan Su and V. Srinivasan (1994), "A Survey-Based Method for Measuring And Understanding Brand," Journal of Marketing Research, 31(2), 271-288 [Google Scholar].

Zaltman, Gerald (2003), How Customers Think: Essential Insights into the Mind of the Market, Harvard Business School Press [Google Books].

Zaltman, Gerald, Robin Higie (1995), "Seeing the Voice of the Costumer: Metaphor-Based Advertising Research," Journal of Advertising Research, 35 [Google Scholar].

Corporate Perspectives

Balmer, John M. T. (2001), "Corporate Identity, Corporate Branding and Corporate Marketing," European Journal of Marketing, 35, 248-291 [Google Scholar].

Berthon, Pierre, Morris B. Holbrook and James M. Hubert (2003), "Understanding and Managing the Brand Space," Sloan Management Review, Winter, 49-54 [Google Scholar].

Keller, Kevin Lane and David A. Aaker (1998), "Corporate-Level Marketing: The Impact of Credibility on a Company's Brand Extensions," Corporate Reputation Review, 1(4), 356-378 [Google Scholar].

Biehal, Gabriel J. and Daniel A. Sheinin (1998), "Managing the Brand in a Corporate Advertising Environment: A Decision Making Framework for Brand Managers," Journal of Advertising, 27(2), 99-110 [Google Scholar].

Hoeffler, Steve and Kevin Lane Keller (2003), "The Marketing Advantage of Strong Brands," Journal of Brand Management, 10(6), 421-445 [Google Scholar].

Critical, Historical and Cultural Perspectives

Arvidsson, A. (2005), "Brands: A Critical Perspective," Journal of Consumer Culture," 5(2), 235-258 [Google Scholar].

Berger, Arthur A. (2005), Shop 'Till You Drop: Consumer Behavior and American Culture. Lanham, MD: Roman and Littlefield, ISBN 0742536912 (Paper), 0742536904 [Publisher's Site].

Frank, Robert H. (1999), Luxury Fever: Money and Happiness in an Era of Excess. Princeton: Princeton University Press [Publisher's Site].

Goldman, R. and Papson, S. (1994), "Advertising in the Age of Hypersignification," Theory, Culture & Society, 11(3), 23-53 [Full Text].

Holt, Douglas B. (2002), "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, 29 (June), 70-90 [Google Scholar].

Hine, Thomas (2002), I Want That! How We All Became Shoppers. New York:Harper-Collins [Google Books].

Klein, Naomi (2002), No Logo. New York: Picador [Google Books].

Koehn, Nancy F. (2001), Brand New: How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell. Boston: Harvard Business School Press [Google Books].

Olsen, Barbara (2003), "The Revolution in Marketing Intimate Apparel (Warner's Bras): A Narrative Ethnography." In Timothy de Waal Malefyt and Brian Moeran (eds.) Advertising Cultures, NY: Berg [Google Books].

Olsen, Barbara (1995), "Brand Loyalty and Consumption Patterns: The Lineage Factor," In John F. Sherry (ed.) Contemporary Marketing and Consumer Behavior: An Anthropological Sourcebook, Thousand Oaks: Sage, ISBN 080395753X [Publisher's Site].

Postrel, Virginia (2003), The Substance of Style: How the Rise of Aesthetic Value is Remaking Commerce, Culture & Consciousness. New York: Perennial, 2003 [Google Books].

Preston, A. M. and Young, J. J. (2000), "Constructing the Global Corporation and Corporate Constructions of the Global: A Picture Essay," Accounting, Organizations and Society, 25, 427-449 [Google Scholar].

Schroeder, Jonathan E., Søren Askegaard and Miriam Salzer-Mörling (eds.) (2006), Brand Culture, London: Routledge 'Publisher's Site].

Schroeder, Jonathan E. and Zwick, D. (2004), "Mirrors of Masculinity: Representation and Identity in Marketing Communication," Consumption, Markets and Culture, 7(1), 21-52 [Google Scholar].

Schroeder, Jonathan E. (2005), "The Artist and the Brand," European Journal of Marketing, 39(11/12), 1291-1305 [Google Scholar].

Tedlow, Richard S. (1996), New and Improved: The Story of Mass Marketing in America. Boston: Harvard Business School Press, ISBN 0875846726 [Amazon].

Equity

Keller, Kevin Lane and Sanjay Sood (2004), "Brand Equity Dilution," Sloan Management Review, 45(1), 12-15 [Google Scholar].

Moore, Elizabeth S., William L. Wilkie and Richard J. Lutz (2002), "Passing the Torch: Intergenerational Influences as a Source of Brand Equity"Journal of Marketing, 66(2), 17-37 [Google Scholar].

Simon, Carol J. and Mary W. Sullivan (1993), "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, 12(1), 28-52 [Google Scholar].

Experience

Pine, B. Joseph II and James H. Gilmore (1999), The Experience Economy: Work is Theatre & Every Business a Stage, Harvard Business School Press, ISBN 0875848192 [Google Books].

Schmitt, Bernd H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate. Free Press, ISBN 0684854236 [Publisher's Site].

Schmitt, Bernd H. (2003), Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers, Wiley, ISBN 0471237744 [Google Books].

Extension

Aaker, David A. and Kevin Lane Keller (1990) "Consumer Evaluations of Brand Extensions," Journal of Marketing, 54(1), 27-41 [Google Scholar].

Balachander, Subramanian and Sanjoy Ghose (2003), "Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions," Journal of Marketing, 67(1), 4-13 [Google Scholar].

Bottomley, Paul A. and Stephen J. S. Holden (2001), "Do we Really Know how Consumers Evaluate Brand Extensions," Journal of Marketing Research, 38(4), 494-500 [Google Scholar].

Keller, Kevin Lane and David A. Aaker (1992), "The Effects of Sequential Introduction of Brand Extensions," Journal of Marketing Research, 29(1), 35-50 [Google Scholar].

Kirmani, Amna, Sanjay Sood and Sheri Bridges (1999), "The Ownership Effect in Consumer Responses to Brand Line Stretches," Journal of Marketing, 63(1), 88-101 [Google Scholar].

Loken, Barbara and Deborah Roedder John (1993), "Diluting Brand Beliefs: when do Brand Extensions have a Negative Impact," Journal of Marketing Research, 57(3), 71-84 [Google Scholar].

Zhang, Shi and Sanjay Sood (2002), "'Deep' and 'Surface' Cues: Brand Extension Evaluations by Children and Adults," Journal of Consumer Research, 29(June), 129-141 [Google Scholar].

Personality

See also Brand Personality Bibliography

Aaker, Jennifer L. (1997), "Dimensions of Brand Personality," Journal of Marketing Research, 34(3), 347-356 [Google Scholar].

Azoulay, Audrey and Kapferer, Jean-Noel (2003), "Do Brand Personality Scales Really Measure Brand Personality?," Journal of Brand Management, 11(2), 143-155 [Google Scholar].

Strategy and Tactics

Farquhar, Peter H. (2000), "Brand Waves: Building Momentum throughout the Ownership Cycle," Marketing Management, 9(2), 14-21 [Google Scholar].

Keller, Kevin Lane (2000), "The Brand Report Card," Harvard Business Review, (January-February), Reprint R00104.

Keller, Kevin Lane, Brian Sternthal and Alice Tybout (2002), "Three Questions You Need to Ask about Your Brand," Harvard Business Review, 80(9), 80-86 [Google Scholar].

Neumeier, Marty (2005), The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. Berkeley: New Riders [Google Books].

Ries, Al & Laura Ries (2004), The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands. New York: Collins [Google Books].

Schmitt, Bernd and Alex Simonson (1997), Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. New York: The Free Press, 1997 [Publisher's Site].

Yorkston, Eric and Geeta Menon (2004), "A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments," Journal of Consumer Research, 31(June), 43-51 [Google Scholar].