Purpose

The purpose of this study is to question the prospective relevance of conceptual articles on branding.

Design/methodology/approach

The paper advocates the development of conceptual articles with prospective relevance by emphasizing two key elements – the form and the context of discovery. The paper is illustrated with empirical data on how some branding researchers have produced such conceptual articles.

Findings

To author such articles the researchers might focus more on the initial phase of theorizing, when their intuition makes it possible to imagine new reality through alternative forms. The paper also highlights a need to reconsider the role of essays in branding research, particularly in writing conceptual pieces of prospective relevance.

Research limitations/implications

The connection between intuition and form is crucial to producing prospectively relevant conceptual articles. By evolving along the middle ground, without falling into empirical production on the one hand or guruization on the other, the researcher can give form to emerging branding phenomena.

Originality/value

The paper renews the debate on the need for more conceptual articles by focusing on a forgotten but crucial dimension: foresight relevance.

中文翻译：

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塑造未来的品牌现实

目的

本研究的目的是质疑关于品牌的概念文章的前瞻性相关性。

设计/方法/方法

该论文通过强调两个关键要素——发现的形式和背景，提倡开发具有前瞻性相关性的概念性文章。本文用一些品牌研究人员如何制作此类概念性文章的经验数据进行了说明。

发现

为了撰写此类文章，研究人员可能会更多地关注理论化的初始阶段，此时他们的直觉使得通过替代形式想象新现实成为可能。该论文还强调需要重新考虑论文在品牌研究中的作用，特别是在撰写具有前瞻性相关性的概念性文章时。

研究限制/影响

直觉和形式之间的联系对于产生前瞻性相关的概念文章至关重要。通过沿着中间地带发展，一方面不陷入经验生产或另一方面，研究人员可以为新兴的品牌现象赋予形式。

原创性/价值

该论文通过关注一个被遗忘但至关重要的维度：前瞻性相关性，重新引发了关于是否需要更多概念性文章的辩论。