A history of brand misdefinition – with corresponding implications for mismeasurement and incoherent brand theory
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 2 March 2020
Issue publication date: 23 June 2020
Abstract
Purpose
This paper aims to dissect conceptual and semantic issues surrounding the word “brand.” Theoretical, operational and practical concerns resulting from the term’s use and misuse are exposed, some derived managerial problems are highlighted, and alternatives for resolving the confusing and dysfunctional brand nomenclature are offered.
Design/methodology/approach
Comprehensive literature review, i.e. review of an entire population of literature, incorporating content analysis.
Findings
A large fraction of empirical brand literature is ambiguous because the definition, meaning and therefore measurement of the focal construct, brand, is unclear. In other words, empirical results throughout the brand literature may apply to “brand” – by one definition or another – but there is no way of knowing which brand interpretation is in use.
Originality/value
A large part of the marketing field does not know what the word “brand” means anymore, a lapse that is widely unrecognized. This paper illuminates the lost knowledge condition and proposes resolution. The present state of theoretical and empirical ambiguity is untenable because so many empirical findings throughout the literature are vitiated.
Keywords
Citation
Gaski, J.F. (2020), "A history of brand misdefinition – with corresponding implications for mismeasurement and incoherent brand theory", Journal of Product & Brand Management, Vol. 29 No. 4, pp. 517-530. https://doi.org/10.1108/JPBM-11-2018-2124
Publisher
:Emerald Publishing Limited
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