IDEAS home Printed from
   My bibliography  Save this article

Cosa diamine è un brand? Un tentativo di integrazione e le sue conseguenze per la ricerca e il management


  • Hans Mühlbacher
  • Andrea Hemetsberger


Contemporary marketing literature overwhelmingly describes brands from either a managerial or a consumer-centric perspective. The level of analysis is either individual or social. In most cases brands are conceived as tangible or intangible objects. Another stream of research conceives brands as mental representations or socially shared meanings. Each perspective has provided rich insights but bears the danger of being restrictive. Attempting to integrate extant knowledge the paper first presents a brief review and discussion of how the brand phenomenon has been approached in the literature. Secondly, it proposes an integrative perspective, which conceptualizes a brand as encompassing "brand manifestations", "brand meaning", and a "brand interest group" that co-produces brand manifestations and co-constructs brand meaning in an ongoing public discourse. Finally, the implications of such an approach for future research and brand management are discussed.

Suggested Citation

  • Hans Mühlbacher & Andrea Hemetsberger, 2008. "Cosa diamine è un brand? Un tentativo di integrazione e le sue conseguenze per la ricerca e il management," Micro & Macro Marketing, Società editrice il Mulino, issue 2, pages 271-292.
  • Handle: RePEc:mul:jyf1hn:doi:10.1431/27688:y:2008:i:2:p:271-292

    Download full text from publisher

    File URL:
    Download Restriction: Access to full text is restricted to subscribers

    File URL:
    Download Restriction: no

    As the access to this document is restricted, you may want to search for a different version of it.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mul:jyf1hn:doi:10.1431/27688:y:2008:i:2:p:271-292. 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: (). General contact details of provider: .

    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.

    We have no references for this item. You can help adding them by using 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.