What doesbrand mean? historical-analysis method and construct definition

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Brand awareness in business markets: When is it related to firm performance? (2010, background): “Furthermore, a number of earlier studies have highlighted that B2B brands function not only as entities but also as processes (Stern, 2006; Ballantyne & Aitken, 2007), making relational dimensions of branding such as customer trust and brand reputation key determinants of brand equity (Cretu &…”
Exciting red and competent blue: the importance of color in marketing (2012, background): “The brand personality metaphor compares the unique traits of brands with people (Stern 2006).”
S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM (2019, background): “We view the brand, which Chandler and Lusch (2015, p. 3) identify as the most cited engagement object in the marketing literature, as a physical (e.g., identifying) entity, and a customer-based mental representation of focal offerings (Stern 2006, p. 216).”