Ethnography in the brand studies: a literature review

Abstract

This article aims to describe the contexts in which ethnography has

been applied in brand studies through a literature review segmented

from 1995 to 2011 in the databases Business Source complete, Emerald

and Jstor. We identified five application contexts: first, studies linking

brands and consumption in community building, the second one

is about the brand and retail marketing, the third one addresses the role

of brands in people’s everyday life, the fourth one is about brands and

consumers’ decision processes, and the fifth one deals with brand equity