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Brands, artifacts and design theory: A call to action

Version 2 2024-06-13, 10:43
Version 1 2017-08-03, 10:48
journal contribution
posted on 2024-06-13, 10:43 authored by MT Ewing
Purpose - The aim of this paper is to emphasize the value of design theory in brand research. Design/methodology/approach - The paper is a theoretical essay with illustrative examples. Findings - The paper finds that the use of brand theory should not be restricted to explanation and prediction. It also finds that brand researchers should also develop theory that can help prescribe and design action. Practical implications - The paper broadens the scope of theory in brand research. Originality/value - The paper points out that the absence of theoretical logic, by definition, precludes theory advancement. It provides a fresh "theoretical lens" for brand researchers.

History

Journal

Journal of Product and Brand Management

Volume

15

Pagination

255-256

ISSN

1061-0421

Language

eng

Publication classification

CN.1 Other journal article

Issue

4

Publisher

Emerald

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