Deconstructing the brand nomological network
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- Wymer, W. Int Rev Public Nonprofit Mark (2013) 10: 1. doi:10.1007/s12208-012-0091-3
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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.