خانه / مقالات علمی بروز / مدیریت / Brand management: Unveiling the delusion of control
مقالات مدیریت
مقالات مدیریت

Brand management: Unveiling the delusion of control

مدیریت برند: رونمایی از توهم کنترل

Mainstream brand management literature views brands as products or organisations carrying brand names and brand managers as being in control of brand-related actions and outcomes. By contrast, recent empirical research shows the substantial influence of stakeholders on brands. Together with brand management, stakeholders shape brands by participating in brand-related interaction. European brand research accordingly treats brands as ongoing and complex processes in constant flux. Nevertheless, literature suffers from a significant lack of theoretical underpinnings for understanding brands as complex processes; in this respect, building on European philosophy is a fruitful avenue. This paper introduces the metaphor of the rhizome and draws on European process philosophy to further develop an integrative processual understanding of brands. Brand claiming control over brands as processes turns out to be a delusion.

نویسندگان: António Samagaio, Nuno Fernandes Crespo, Ricardo Rodrigues

ژورنال: Journal of Business Research

سال انتشار: ۲۰۱۸

 

دانلود مقاله:

http://www.phdyar.ir/wp-content/uploads/2018/09/Brand-management-Unveiling-the-delusion-of-control.pdf

 

دیدگاهتان را بنویسید

نشانی ایمیل شما منتشر نخواهد شد. بخش‌های موردنیاز علامت‌گذاری شده‌اند *