Please use this identifier to cite or link to this item:
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: A Critical Account of the Process of Branding: towards a synthesis
Authors: El-Amir, Ayman
Burt, Steven
Contact Email:
Keywords: branding
critical marketing
conceptual frameworks
constructed metaphors
Issue Date: Mar-2010
Publisher: Westburn Publishers Ltd
Citation: El-Amir A & Burt S (2010) A Critical Account of the Process of Branding: towards a synthesis, Marketing Review, 10 (1), pp. 69-86.
Abstract: Echoing the shift in orientation from transactional to relationship marketing (Gronroos 2006), the debate over the process of branding has moved from a managerially closed to a socially open orientation (Pitt, Watson, Berthon, Wynn and Zinkhan 2006) creating a multidisciplinary intellectual puzzle. In light of the ‘limit attitude’ approach in critical marketing (Tadajewski and Brownlie 2008), this paper attempts to make sense of this puzzle through a critical examination of the evolution in branding thought. The paper concludes by developing a synthesis, through a constructed tree metaphor, which conceptualizes the multidisciplinary process of branding within a single organic (holistic and integrated) framework.
Type: Journal Article
DOI Link:
Rights: Author Posting © Westburn Publishers Ltd, 2010. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in The Marketing Review, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in The Marketing Review, Vol.10, March 2010, No.1, pp.69-86, doi:10.1362/146934710X488951
Affiliation: Trent University
Marketing and Retail Division

Files in This Item:
File Description SizeFormat 
Marketing review paper STORRE version.pdf86.34 kBAdobe PDFView/Open

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.