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Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/2285
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dc.contributor.authorEl-Amir, Aymanen_UK
dc.contributor.authorBurt, Stevenen_UK
dc.date.accessioned2013-08-04T23:22:32Z-
dc.date.available2013-08-04T23:22:32Z-
dc.date.issued2010-03en_UK
dc.identifier.urihttp://hdl.handle.net/1893/2285-
dc.description.abstractEchoing 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.en_UK
dc.language.isoenen_UK
dc.publisherWestburn Publishers Ltden_UK
dc.relationEl-Amir A & Burt S (2010) A Critical Account of the Process of Branding: towards a synthesis. Marketing Review, 10 (1), pp. 69-86. http://www.westburnpublishers.com/journals/the-marketing-review.aspx; https://doi.org/10.1362/146934710X488951en_UK
dc.rightsAuthor 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 http://dx.doi.org/10.1362/146934710X488951en_UK
dc.subjectbrandingen_UK
dc.subjectcritical marketingen_UK
dc.subjectconceptual frameworksen_UK
dc.subjectconstructed metaphorsen_UK
dc.subjectBranding (Marketing)en_UK
dc.subjectSocial marketingen_UK
dc.titleA Critical Account of the Process of Branding: towards a synthesisen_UK
dc.typeJournal Articleen_UK
dc.rights.embargodate2011-11-01en_UK
dc.rights.embargoreason[Marketing review paper STORRE version.pdf] Publisher conditions require an 18 month embargo.en_UK
dc.identifier.doi10.1362/146934710X488951en_UK
dc.citation.jtitleMarketing Reviewen_UK
dc.citation.issn1472-1384en_UK
dc.citation.issn1469-347Xen_UK
dc.citation.volume10en_UK
dc.citation.issue1en_UK
dc.citation.spage69en_UK
dc.citation.epage86en_UK
dc.citation.publicationstatusPublisheden_UK
dc.citation.peerreviewedRefereeden_UK
dc.type.statusAM - Accepted Manuscripten_UK
dc.identifier.urlhttp://www.westburnpublishers.com/journals/the-marketing-review.aspxen_UK
dc.author.emails.l.burt@stir.ac.uken_UK
dc.contributor.affiliationTrent Universityen_UK
dc.contributor.affiliationMarketing & Retailen_UK
dc.identifier.wtid807342en_UK
dc.contributor.orcid0000-0001-6627-2330en_UK
dcterms.dateAccepted2010-03-31en_UK
dc.date.filedepositdate2010-05-10en_UK
rioxxterms.typeJournal Article/Reviewen_UK
rioxxterms.versionAMen_UK
local.rioxx.authorEl-Amir, Ayman|en_UK
local.rioxx.authorBurt, Steven|0000-0001-6627-2330en_UK
local.rioxx.projectInternal Project|University of Stirling|https://isni.org/isni/0000000122484331en_UK
local.rioxx.freetoreaddate2011-11-01en_UK
local.rioxx.licencehttp://www.rioxx.net/licenses/under-embargo-all-rights-reserved||2011-10-31en_UK
local.rioxx.licencehttp://www.rioxx.net/licenses/all-rights-reserved|2011-11-01|en_UK
local.rioxx.filenameMarketing review paper STORRE version.pdfen_UK
local.rioxx.filecount1en_UK
local.rioxx.source1469-347Xen_UK
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