Advanced Search
MyIDEAS: Login to save this article or follow this journal

Does brand meaning exist in similarity or singularity?

Contents:

Author Info

  • Berthon, Pierre
  • Pitt, Leyland F.
  • Campbell, Colin
Registered author(s):

    Abstract

    Drawing on Clark and Marshall's [Clark Herbert H., Marshall Catherine R. Definite Reference and Mutual Knowledge. In: Joshi Aravind K., Webber Bonnie L., Sag Ivan A., editors. Elements Of Discourse Understanding. Cambridge, UK: Cambridge University Press, 1981.] theory of mutual knowledge, this article presents a framework for understanding and managing brand meaning. Specifically, we provide an overarching theory of branding, with associated testable propositions. While traditional brand management theory focuses primarily on brand-related marketing communications, the role that the knowledge base of the recipient plays in interpreting these communications is generally overlooked. This may explain the multiple and sometimes dissonant brand meanings that arise despite consistent, simple and memorable brand communications. The theory of mutual knowledge stresses that assonance of meaning will only arise between the sender and recipient of a set of communications when both parties share a mutual knowledge base. Thus, to co-create brand meaning, organizations must understand the knowledge base of different stakeholder groups. Effective brand co-creation combines the management of both communications and stakeholders' mutual knowledge.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.sciencedirect.com/science/article/B6V7S-4T4HJGC-1/2/78c92f5ac3e4dab4932f40f6f375bc05
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 62 (2009)
    Issue (Month): 3 (March)
    Pages: 356-361

    as in new window
    Handle: RePEc:eee:jbrese:v:62:y:2009:i:3:p:356-361

    Contact details of provider:
    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Branding Mutual knowledge Brand meaning Marketing communications Brand management;

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Mick, David Glen & Buhl, Claus, 1992. " A Meaning-Based Model of Advertising Experiences," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 19(3), pages 317-38, December.
    2. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 27(4), pages 412-32, March.
    3. Laurens G. Debo & L. Beril Toktay & Luk N. Van Wassenhove, 2005. "Market Segmentation and Product Technology Selection for Remanufacturable Products," Management Science, INFORMS, INFORMS, vol. 51(8), pages 1193-1205, August.
    4. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 29(4), pages 595-600, March.
    5. Thompson, Craig J & Pollio, Howard R & Locander, William B, 1994. " The Spoken and the Unspoken: A Hermeneutic Approach to Understanding the Cultural Viewpoints That Underlie Consumers' Expressed Meanings," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 21(3), pages 432-52, December.
    6. Campbell, Margaret C & Keller, Kevin Lane, 2003. " Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 30(2), pages 292-304, September.
    7. McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 16(3), pages 310-21, December.
    8. Shaked, Avner & Sutton, John, 1981. "Heterogeneous consumers and product differentiation in a market for professional services," European Economic Review, Elsevier, vol. 15(2), pages 159-177.
    9. Ritson, Mark & Elliott, Richard, 1999. " The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 26(3), pages 260-77, December.
    10. Hollis, Nigel, 2005. "Ten Years of Learning on How Online Advertising Builds Brands," Journal of Advertising Research, Cambridge University Press, vol. 45(02), pages 255-268, June.
    11. Holt, Douglas B, 2002. " Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 29(1), pages 70-90, June.
    12. Blackston, Max, 2000. "Observations: Building Brand Equity By Managing The Brand's Relationships," Journal of Advertising Research, Cambridge University Press, vol. 40(06), pages 101-105, November.
    13. Cowley, Elizabeth & Mitchell, Andrew A, 2003. " The Moderating Effect of Product Knowledge on the Learning and Organization of Product Information," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 30(3), pages 443-54, December.
    14. Schouten, John W & McAlexander, James H, 1995. " Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 22(1), pages 43-61, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as in new window

    Cited by:
    1. Koll, Oliver & von Wallpach, Sylvia, 2014. "Intended brand associations: Do they really drive consumer response?," Journal of Business Research, Elsevier, Elsevier, vol. 67(7), pages 1501-1507.
    2. Asmussen, Bjoern & Harridge-March, Sally & Occhiocupo, Nicoletta & Farquhar, Jillian, 2013. "The multi-layered nature of the internet-based democratization of brand management," Journal of Business Research, Elsevier, Elsevier, vol. 66(9), pages 1473-1483.
    3. Merrilees, Bill & Miller, Dale, 2010. "Brand morphing across Wal-Mart customer segments," Journal of Business Research, Elsevier, Elsevier, vol. 63(11), pages 1129-1134, November.

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:62:y:2009:i:3:p:356-361. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.