Ethnography in the brand studies

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. [PUBLICATION ABSTRACT]