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ABSTRACT In this paper, the authors reflect upon the last half-century of branding research, offering both integration and insight. They chart how the understanding of brands has evolved from mark-through mimesis, expression, and symptom to self-organizing phenomenon. Using Popper9s Three Worlds hypothesis, they show how the various fragmented streams of branding research can be integrated so that they complement and supplement each other. The authors then provide a prognosis on the future evolutions of brands and branding research.
Berthon et al. (Tue,) studied this question.
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