Welcome

Textbooks:

McCarthy, E. J. (1960) Basic Marketing: a Managerial Approach, Homewood IL: Irwin

Kotler, P. (1997) Marketing Management: Analyses, Planning, Implementation, and Control, Upper Saddle River NJ: Prentice-Hall

Articles:

Borden, N. (1964) ‘The concept of the marketing mix’, in G. Schwartz (ed.) Science in Marketing, New York: Wiley

Grönroos, C. (1994a) ‘Quo vadis, marketing? Toward a relationship marketing paradigm’, Journal of Marketing Management, 10 (5): 347–60

Yudelson, J. (1999), ‘Adapting McCarthy’s Four Ps for the twenty-first century’, Journal of Marketing Education, 21 (1): 60–7

Textbooks:

Schultz M., M. J. Hatch M. J and Larsen H. (eds), The Expressive Organization: Linking Identity,Reputation and the Corporate Brand, Oxford: Oxford University Press.

Balmer, J. M. T. and Greyser, S. E. (2003), Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate-level Marketing, London: Routledge.

Articles:

Hatch, M. J. and Schultz, M. (1997), ‘Relations between organizational culture, identity and image’, European Journal of Marketing, 31 (5–6): 356–65.

Sirianni, N. J., Bitner, M. J., Brown, S. W., & Mandel, N. (2013), ‘Branded service encounters: Strategically aligning employee behavior with the brand positioning’ Journal of Marketing, 77 (6): 108–23.

Young, J. (2013), ‘A conceptual understanding of organizational identity in the social media environment’, Advances in Social Work, 14 (2): 518–30.

Textbooks:

Franzen, G. and Bouwman, M. (2001) The Mental World of Brands: Mind, Memory, and Brand Success, Henley on Thames: World Advertising Research Centre

Keller, K. L. (2012) 'Strategic Brand Management', Harlow: Pearson Education Limited

Articles:

Brakus, J. J., Schmitt, B. H. and Zarantonello, L. (2009) 'Brand experience: What is it? How is it measured? Does it affect loyalty?', Journal of Marketing, Vol. 73 (May): 52-68

Fitzsimons, G. M., Chartrand, T. L. and Fitzsimons, G. J. (2008) 'Automatic effects of brand exposure on motivated behavior: how Apple makes you ‘think different’', Journal of Consumer Research, Vol. 35 (June): 21-35

Keller, K. L. (1993) ‘Conceptualizing, measuring, and managing customer-based brand equity’, Journal of Marketing, 57 (January): 1–22

Keller, K. L. (2003) ‘Brand synthesis: the multidimensionality of brand knowledge’, Journal of Consumer Research, 20 (March): 595–600

Textbooks:

Bhargava, R. (2008) Personality Not Included: McGraw-Hill

Mark M. and Pearson, C. (2001) The Hero and the Outlaw: Building extraordinary brands through the power of archetypes: McGraw- Hill

Articles:

Aaker, J. (1997) ‘Dimensions of brand personality’, Journal of Marketing Research, 34 (August): 347–56

Escalas, J. E. and Bettman, J. R. (2005) ‘Self-construal, reference groups and brand meaning’, Journal of Consumer Research, 32 (3): 378–89

Ivens, B., & Valta, K. S. (2012) ‘Customer brand personality perception: A taxonomic analysis’, Journal of Marketing Management, 28(9-10): 1062-1093

Plummer, J. (1985) ‘How personality makes a difference’, Journal of Advertising Research, 24 (6): 27–31

Textbook:

Fournier, S., Breazeale M. and Fetscherin, M. (Eds.), Consumer-Brand Relationships, Routledge

Articles:

Aaker, J., Fournier, S. and Brasel, S. A. (2004) ‘When good brands do bad’, Journal of Consumer Research, 31 (June): 1–16

Fournier, S. (1991) ‘A meaning-based framework for the study of consumer–object relations’, Advances in Consumer Research, 18 (1): 736–42

Fournier, S. (1998a) ‘Consumers and their brands: developing relationship theory in consumer research’, Journal of Consumer Research, 24 (4): 343–73

Thompson, C. J., Locander, W. B. and Pollio, H. R. (1989) ‘Putting consumer experience back into consumer research: the philosophy and method of existential phenomenology, Journal of Consumer Research, 16 (September): 133–46

Kozinets, R. V. (2002) ‘The field behind the screen: using netnography for marketing research in online communities’, Journal of Marketing Research, 39 (February): 61–72

Kozinets, R. V., Hemetsberger, A. and Schau, H. J. (2008) 'The Wisdom of Consumer Crowds', Journal of Macromarketing, Vol. 28, Nr. 4 (December): 339-354

Kozinets, R. V., de Valck, K., Wojnicki, A. C., Wilner, S. J. S. (2010) 'Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities', Journal of Marketing, Vol. 74 (March): 71-89

Muñiz, A. M. Jr, and O’Guinn, T. C. (2001) ‘Brand community’, Journal of Consumer Research, 27 (March): 412–31

Schau, H. J., Muñiz Jr., A. M. and Arnould, E. J. (2009), 'How Brand Communities Create Value', Journal of Marketing, Vol. 73 (September): 30-51

Schouten, J. W. and McAlexander, J. (1995) ‘Subcultures of consumption: an ethnography of the new bikers’, Journal of Consumer Research, 22 (June): 43–61

Textbooks:

Holt, D. B. (2004) How Brands become Icons: The Principles of Cultural Branding, Boston MA: Harvard Business School Press

Holt, D. B. and Cameron, D. (2010) Cultural Strategy, Oxford: Oxford University Press

Articles:

Holt, D. B. (2002) ‘Why do brands cause trouble? A dialectical theory of consumer culture and branding’, Journal of Consumer Research, 29 (June): 70–90

Izberk-Bilgin, E. (2012) 'Infidel Brands: Unveiling Alternative Meanings of Global Brands at the Nexus of Globalization, Consumer Culture, and Islamism, Journal of Consumer Research, Vol. 39 (December): 663-687

Torelli, C. J., Monga, A. B. and Kaikati, A. M. (2012) 'Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts', Journal of Consumer Research, Vol. 38 (February): 948-963