Brands and Branding

Schroeder, J. E. (2014), “Brands and Branding,” in Wiley-Blackwell Concise Encyclopedia of Consumption and Consumer Studies, edited by Dan Cook and Michael J. Ryan, New York: Wiley and Sons.

9 Pages Posted: 10 Nov 2013 Last revised: 24 Dec 2013

Date Written: October 15, 2013

Abstract

Brands and branding have emerged as key concepts in marketing, management, and strategy, and the concept of branding, referring to the process of bringing attention to a product, company, concept, person, or cause, has become an everyday term. Research and thinking about brands and branding can be divided into four perspectives: corporate perspectives, consumer perspectives, cultural perspectives, and critical perspectives. These four perspectives demonstrate the growing interdisciplinary interest in brands and branding, and how brand research sheds light on basic issues of consumer agency, consumer behavior, and consumer culture.

Keywords: brands, branding, brand criticism, consumer culture, corporate branding, cultural branding

Suggested Citation

Schroeder, Jonathan E., Brands and Branding (October 15, 2013). Schroeder, J. E. (2014), “Brands and Branding,” in Wiley-Blackwell Concise Encyclopedia of Consumption and Consumer Studies, edited by Dan Cook and Michael J. Ryan, New York: Wiley and Sons., Available at SSRN: https://ssrn.com/abstract=2352294 or http://dx.doi.org/10.2139/ssrn.2352294

Jonathan E. Schroeder (Contact Author)

Rochester Institute of Technology ( email )

92 Lomb Memorial Drive
Eastman Building, Room 3006
Rochester, NY 14623
United States
5854752703 (Phone)

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