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Deconstructing the brand nomological network

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International Review on Public and Nonprofit Marketing Aims and scope Submit manuscript

Abstract

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.

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  1. Faculty of Management, University of Lethbridge, Lethbridge, AB, T1K 3M4, Canada

    Walter Wymer

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  1. Walter Wymer
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Correspondence to Walter Wymer.

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Wymer, W. Deconstructing the brand nomological network. Int Rev Public Nonprofit Mark 10, 1–12 (2013). https://doi.org/10.1007/s12208-012-0091-3

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  • DOI: https://doi.org/10.1007/s12208-012-0091-3

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