Theoretical development

International Review on Public and Nonprofit Marketing

, Volume 10, Issue 1, pp 1-12

First online:

Deconstructing the brand nomological network

  • Walter WymerAffiliated withFaculty of Management, University of Lethbridge Email author 

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Construct validity problems in prior research have stimulated concept fragmentation in some marketing areas. Weaknesses in prior brand research and sources for construct invalidity are discussed. To bring greater clarity and understanding to the brand-related constructs, major brand concepts are described and defined in order to differentiate them from proximate constructs in their nomological net. Managerial implications are discussed.


Brand Brand constructs Brand conceptualization Brand strength Brand equity Brand definitions