The hermeneutics of branding

Hatch, Mary Jo; Rubin, James

doi:10.1057/palgrave.bm.2550053

Cited by 70 publications

(58 citation statements)

References 16 publications

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“…The historical brand knowledge (macro cycle) is updated as employees evaluate their interactions with their experiences (micro cycle) of the brand. Hatch and Rubin's (2006) concept of the arc reflects the hermeneutic category of the horizon of expectations, where there is a trajectory of meaning development in a timeline. One particular participant, Manolo, who has been with the university for 18 years, provides comprehensive insight into how his historical brand awareness evolves over time.…”

Section: Findings and Discussionmentioning

confidence: 99%

“…A brand meaning is derived from the history, and evolves over time (Hatch & Rubin, 2006). The evolution of a brand meaning is represented by an arc.…”

Section: Findings and Discussionmentioning

confidence: 99%

“…The brand messages or author's intentions become promises that are interpreted through language and the reader's lens. Most important is that promises must be kept to fulfil the expectations (Brodie, Glynn, & Little, 2006;Calonius, 2006;Hatch & Rubin, 2006). Each brand interaction implies a reinterpretation and re-evaluation of the expectation of the promise, building a new interpretation of the expectation, reflecting in what Iglesias and Bonet (2012) term the re-interpretation loop of brand meaning.…”

Section: Methodsmentioning

confidence: 99%

“…This perspective offers the understanding of a subject-subject relationship in a 'horizon' of time and expectations (Cunliffe, 2011). The horizon of time considers the interpretation of meaning as an evolving process, resulting from the contemporary significance of collective interpretations over historical moments (Hatch & Rubin, 2006). Based on the work of Scott (1994); Hatch and Rubin (2006) elaborated their theory of brand understanding as texts.…”

Section: Methodsmentioning

confidence: 99%

“…The horizon of time considers the interpretation of meaning as an evolving process, resulting from the contemporary significance of collective interpretations over historical moments (Hatch & Rubin, 2006). Based on the work of Scott (1994); Hatch and Rubin (2006) elaborated their theory of brand understanding as texts. They proposed that the Scott's (1994) concept covers an extensive range of theoretical points, establishing a basis for marketing communications as texts and brands as communicative entities.…”

Section: Methodsmentioning

confidence: 99%

See 4 more Smart Citations

Internal brand co-creation: The experiential brand meaning cycle in higher education

Dean

Arroyo-Gamez

Punjaisri

et al. 2016

Journal of Business Research

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Higher education (HE) institutions need to adapt to the global environment but the complex nature of HE highlights the role of marketing and the internal market in realizing the brand identity, creating a challenge for developing a shared brand meaning. This research explores how employees co-create brand meaning through their brand experiences and social interactions with management, colleagues and customers. Using a phenomenological approach, the findings highlight that brand meaning commences from historical, superficial brand interactions. Employees then develop brand meaning further through a series of brand interactions and social interactions. Bridging the internal branding and the co-creation literature, this study conceptualizes the evolving, co-created nature of employees' brand meaning in the experiential brand meaning cycle. This study extends Iglesias and Bonet's (2012) work and illustrates the function of employees as readers and authors of brand meaning, emphasizing the crucial role of brand co-creation in guiding employees' brand promise delivery.

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Section: Findings and Discussionmentioning

confidence: 99%

“…A brand meaning is derived from the history, and evolves over time (Hatch & Rubin, 2006). The evolution of a brand meaning is represented by an arc.…”

Section: Findings and Discussionmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

See 3 more Smart Citations

Internal brand co-creation: The experiential brand meaning cycle in higher education

Dean

Arroyo-Gamez

Punjaisri

et al. 2016

Journal of Business Research

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The Fellini Brand

Bauman¹

2020

A Companion to Federico Fellini

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Ambivalence toward a country and consumers’ willingness to buy emblematic brands: The differential predictive validity of objective and subjective ambivalence measures on behavior

Russell

Klein³

2010

Mark Lett

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Previous country-of-origin research has treated opinions of countries as either positive or negative, even though people may in fact hold conflicting opinions about countries. The extant literature on ambivalence suggests that the coexistence of positive and negative opinions of a country should increase avoidance of objects associated with that country, above and beyond the effects of mere positivity or negativity. Data collected from French consumers who varied in degrees of ambivalence toward the US reveal that ambivalence, measured indirectly through consumers' coexisting positive and negative views, is indeed negatively related to consumers' willingness to buy emblematic American brands. The findings highlight the latent nature of ambivalence, the difficulty of assessing the subjective experience of the ambivalence state, and the importance and practicality of using indirect measures.Keywords Country-of-origin . Ambivalence . Brand image . Indirect measure . Latent construct This research examines how ambivalence toward a country relates to consumers' willingness to buy (WTB) brands emblematic of that country. Previous country-oforigin (CoO) research has treated country attitudes as a univalent construct, ranging from negative to positive. The extant literature finds that positive/negative country Mark Lett (2011) 22:357-371

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The hermeneutics of branding

Cited by 70 publications

References 16 publications

Internal brand co-creation: The experiential brand meaning cycle in higher education

Internal brand co-creation: The experiential brand meaning cycle in higher education

The Fellini Brand

Ambivalence toward a country and consumers’ willingness to buy emblematic brands: The differential predictive validity of objective and subjective ambivalence measures on behavior

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