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Brand Networks as the Interplay of Identities, Selves, and Turtles: Commentary on “Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and tensions in a nested system”

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  • Kozinets, Robert

Abstract

This commentary emphasizes the networked nature of brands. Brands are identities, and identities are meanings. Meanings are always embedded in networks of association. Therefore, all understandings of brands are necessarily vast, complex, and incomplete, especially in the contemporary age of branding.

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  • Kozinets, Robert, 2017. "Brand Networks as the Interplay of Identities, Selves, and Turtles: Commentary on “Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and," Journal of Business Research, Elsevier, vol. 70(C), pages 441-442.
    • Handle: RePEc:eee:jbrese:v:70:y:2017:i:c:p:441-442
    DOI: 10.1016/j.jbusres.2016.06.020
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    References listed on IDEAS

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    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
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    Cited by:

    1. Wider, Serena & von Wallpach, Sylvia & Mühlbacher, Hans, 2018. "Brand management: Unveiling the delusion of control," European Management Journal, Elsevier, vol. 36(3), pages 301-305.

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    Keywords

    Brands; Ecosystem; Identity; Networks;
    All these keywords.

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