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Journal of Product & Brand Management
ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice
Online from: 1992
Subject Area: Marketing
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Brands, artifacts and design theory: a call to action
| Title: | Brands, artifacts and design theory: a call to action |
|---|---|
| Author(s): | Michael T. Ewing, (Department of Marketing, Monash University, Melbourne, Australia) |
| Citation: | Michael T. Ewing, (2006) "Brands, artifacts and design theory: a call to action", Journal of Product & Brand Management, Vol. 15 Iss: 4, pp.255 - 256 |
| Keywords: | Brands, Design and development |
| Article type: | Viewpoint |
| DOI: | 10.1108/10610420610679629 (Permanent URL) |
| Publisher: | Emerald Group Publishing Limited |
| Abstract: | 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. |
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