The term `brand' has populist interpretations, technical interpretations, and conceptual interpretations. In each case marketing researchers and practitioners are dealing with a different perspective on the same phenomenon. We attempt to show that these different perspectives are an inevitable part of understanding such a contextual and dynamic phenomenon as a brand.
Copi, I.M. and Cohen, C. (1990) Introduction to Logic (8th ed.). New York: Macmillan.
2.
Fish, S.E. (1980) Is there a text in this class? The Authority of Interpretive Communities. Cambridge, MA: Harvard University Press.
3.
Fish, S.E. (1989) `Interpreting the Variorum', R. C. Davis and R. Schleifer (eds) Contemporary Literary Criticism. New York: Longman.
4.
Ingarden, R. (1925) `Essential Questions', in E. Husserl (ed.) Yearbook for Philosophy and Phenomenological Research Vol. 7, pp. 125-304.
5.
Mick, D.G. (2007) `The End(s) of Marketing and the Neglect of Moral Responsibility by the American Marketing Association', Journal of Public Policy and Marketing26(Fall): 289-92.
6.
Robinson, A. (1954) Complete Theories. Amsterdam : North Holland.
7.
Russell, B. (1946) History of Western Philosophy. London: Allen and Unwin.
8.
Scott, L.M. (1994). `The Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer Research', Journal of Consumer Research 21(December): 461-80.
9.
Stevenson, C.L. (1944) Ethics and Language. New Haven CT: Yale University Press.
10.
Wittgenstein, L. (2001[1953]) Philosophical Investigations (3rd ed.). Oxford: Blackwell.
