Deconstructing the brand nomological network

Theoretical development

DOI: 10.1007/s12208-012-0091-3

Cite this article as:
Wymer, W. Int Rev Public Nonprofit Mark (2013) 10: 1. doi:10.1007/s12208-012-0091-3


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.


BrandBrand constructsBrand conceptualizationBrand strengthBrand equityBrand definitions

Copyright information

© Springer-Verlag 2012

Authors and Affiliations

  1. 1.Faculty of ManagementUniversity of LethbridgeLethbridgeCanada