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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• 作者：Robert Kozinets ; ^{rkozinets@usc.edu" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Brands ; Ecosystem ; Identity ; Networks
• 刊名：Journal of Business Research
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：70
• 期：Complete
• 页码：441-442
• 全文大小：148 K

文摘

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.