TY  - JOUR
AB  - Purpose– The aim of this paper is to emphasize the value of design theory in brand research.Design/methodology/approach– The paper is a theoretical essay with illustrative examples.Findings– 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.Originality/value– The paper points out that the absence of theoretical logic, by definition, precludes theory advancement. It provides a fresh “theoretical lens” for brand researchers.
VL  - 15
IS  - 4
SN  - 1061-0421
DO  - 10.1108/10610420610679629
UR  - https://doi.org/10.1108/10610420610679629
AU  - Ewing Michael T.
PY  - 2006
Y1  - 2006/01/01
TI  - Brands, artifacts and design theory: a call to action
T2  - Journal of Product & Brand Management
PB  - Emerald Group Publishing Limited
SP  - 255
EP  - 256
Y2  - 2024/04/26
ER  -