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Drawing on a consumer research perspective, it develops theoretical approaches for constructing that understanding, including interactions, typifications, institutions, roles, and knowledge acquisition. 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(2009) . The Way Brands Work: Consumers' understanding of the creation and usage of brands.[Doctoral Thesis (monograph), Department of Business Administration] . Lund Business Press.  \nTotal number of authors: 1  \nGeneral rights  \nUnless other specific re-use rights are stated the following general rights apply:  \nCopyright and moral rights for the publications made accessible in the public portal are retained by the authors and/or other copyright owners and it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights.  \n• Users may download and print one copy of any publication from the public portal for the purpose of private study or research.  \n• You may not further distribute the material or use it for any profit-making activity or commercial gain  \n• You may freely distribute the URL identifying the publication in the public portal  \nRead more about Creative commons licenses: [https://creativecommons.org/licenses/](https://creativecommons.org/licenses/)  \nTake down policy  \nIf you believe that this document breaches copyright please contact us providing details, and we will remove access to the work immediately and investigate your claim.  \nDownload date: 14. Oct. 2026  \nThe way brands work  \nConsumers’ understanding of the creation and usage of brands  \nJon Bertilsson  \nLund Institute of Economic Research School of Economics and Management  \nLund Business Press  \nLund Studies in Economics and Management 114  \nLund Business Press  \nLund Institute of Economic Research P.O. Box 7080, SE-220 07 Lund, Sweden  \nISBN-10 91-85113-40-9  \nISBN-13 978-91-85113-40-8  \n© Jon Bertilsson  \nPrinted in Sweden  \nWallin & Dalholm Digital AB 2009  \nTable of contents  \n1 Brands, Branding and Consumers ............................................................. 1  \n1.1 Background .......................................................................................................... 1  \n1.2 Contributions from a traditional brand management perspective ......................... 7  \n1.3 A consumer research perspective on the understanding of brands ......................... 8  \n1.3.1 The construction of consumers’ understanding of consumption ........................................ 11  \n1.3.2 Content of consumers’ consumption understanding .......................................................... 13  \n1.3.3 Critique of prior research................................................................................................... 15  \n1.3.4 Working out the purpose................................................................................................... 17  \n1.4 Disposition......................................................................................................... 21  \n2 Theoretical perspectives........................................................................... 23  \n2.1 Consumers’ understanding construction ............................................................ 23  \n2.1.1 A macro level perspective...................................................................................................24  \n2.1.2 Interactions as a way to construct understanding and make sense.......................................26  \n2.1.3 Typifications, institutions, roles and knowledge.................................................................28  \n2.1.4 Acquiring social and cultural knowledge ............................................................................30  \n2.1.5 Cultural navigation............................................................................................................ 33  \n2.1.6 Strategic uses of talk .......................................................................................................... 37  \n2.2 Consumers’ pre-the","cbCaicFIda0dJvVb","https://ap.wps.com/l/cbCaicFIda0dJvVb","pdf",2948359,262,"English","# Table of contents\n## Brands, Branding and Consumers\n### Background\n### Contributions from a traditional brand management perspective\n### A consumer research perspective on the understanding of brands\n## Theoretical perspectives\n## Net work\n## Designing and assembling a tentative model","[{\"question\":\"What central topic does the thesis address about brands?\",\"answer\":\"It investigates consumers’ understanding of how brands are created and how brands are used in consumption.\"},{\"question\":\"Which perspectives are used to explain consumers’ understanding?\",\"answer\":\"It contrasts and combines traditional brand management thinking with a consumer research perspective on the construction of understanding.\"},{\"question\":\"How does the thesis approach empirical study, especially online research?\",\"answer\":\"It uses naturally occurring talk and netnography, covering informants, empirical sites, data collection, ethical conduct, and methods for trustworthy interpretation.\"}]","The Way Brands Work - Consumers' understanding of the creation and usage of brands | PDF",1791930605,92]