Ethnography in the brand studies: a literature review

Abstract

This article aims to describe the contexts in which ethnography hasbeen applied in brand studies through a literature review segmentedfrom 1995 to 2011 in the databases Business Source complete, Emeraldand Jstor. We identified five application contexts: first, studies linkingbrands and consumption in community building, the second oneis about the brand and retail marketing, the third one addresses the roleof brands in people’s everyday life, the fourth one is about brands andconsumers’ decision processes, and the fifth one deals with brand equity