Brand community in search of theory: an endless spiral of ambiguity

Mark Gabbott*, Colin Jevons

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)


The term 'brand' has populist interpretations, technical interpretations, and conceptual interpretations. In each case marketing researchers and practitioners are dealing with a different perspective on the same phenomenon. We attempt to show that these different perspectives are an inevitable part of understanding such a contextual and dynamic phenomenon as a brand.

Original languageEnglish
Pages (from-to)119-122
Number of pages4
JournalMarketing Theory
Issue number1
Publication statusPublished - Mar 2009


  • Brand definition
  • Brand meaning
  • Marketing theory
  • Research community


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