10 Superb Scholarly Articles on Branding

I don’t know about you, but I often get frustrated with the same old same old marketing/branding regurgitation that’s out there on the web. And when I do, I head straight for Google Scholar to check out marketing and branding articles there. The trick is finding the complete article, not just the “sales page.” But they are out there they just take a little perseverance to find.

And when you do, you will find a wealth of knowledge, ideas, and almost all backed up by solid research. It’s interesting, meaty, and guaranteed to make you think. It will either help you to justify your position on branding and brand management, or cause you to question it. But all of it helps to shape your opinions about branding, just as surely as it has shaped mine.

Here are 10 superb scholarly article son branding that are readily available as PDFs on the web right now — just for you. While it’s true that they can be a little dense and, in some cases, difficult to get through, pay particular attention to the abstract (summary), and the conclusions at the outset, then loop back through the research if you’re interested. Enjoy!

1. The Impact of Brand Image on Consumer Behavior: A Literature Review, Yi Zhang
2. Leveraging the Corporate Brand, David Aaker
3. Why Your Brain Loves Good Storytelling, Paul Zak
4. Brand Tone of Voice: a linguistic analysis of brand positions, Judy Delin
5. How Social Cause Marketing Affects Consumer Perceptions, Paul N. Bloom, Steve Hoeffler, Keven Lane Keller, and Carlos E. Basurto Meza
6. Bank on the Brand, Interbrand
7. Bringing the corporation into corporate branding, Mary Jo Hatch
8. Corporate branding and corporate brand performance, Fiona Harris
9. Creating the Brand-Driven Business: It’s the CEO Who Must Lead the Way, Michael Dunn and Scott Davis
10. User Experience Elements and Brand Promise, Virpi Roto and Mika Rautava