Brands, artifacts and design theory: a call to action

Michael T. Ewing (Department of Marketing, Monash University, Melbourne, Australia)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 1 June 2006



The aim of this paper is to emphasize the value of design theory in brand research.


The paper is a theoretical essay with illustrative examples.


The paper finds that the use of brand theory should not be restricted to explanation and prediction. It also finds that brand researchers should also develop theory that can help prescribe and design action.

Practical implications

The paper broadens the scope of theory in brand research.


The paper points out that the absence of theoretical logic, by definition, precludes theory advancement. It provides a fresh “theoretical lens” for brand researchers.



Ewing, M. (2006), "Brands, artifacts and design theory: a call to action", Journal of Product & Brand Management, Vol. 15 No. 4, pp. 255-256.

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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