Overview of the brand journey and opportunities for future studies

Abstract

With this study, brand managers can have an overview of the major concepts and characteristics of brands over time, while academics receive a mapping of the most analyzed topics and suggestions for future research. Based on the documents published in Scopus and Web of Science databases using the word “brand”, this article aims to provide an overview of the brands and suggest opportunities for future research. Text mining clustering allowed the processing of a large amount of information and organized the first overview of the concepts that have been studied. Thus, first, we examine the existing definitions of a brand. Then, we provide a historical perspective of the topics associated with brand constructs and their associations and present a framework for the psychological characteristics of the branding process. Finally, we present the future trends.

The Role of Social Network Brand Personality in a Consumer-Brand Relational Model

“…Opportunities for further research may be gleaned from the limitations of this research. While our study employed Aaker's brand personality model, future investigations should test other paradigms (Calderón-Fajardo et al 2023) and examine concepts like brand authenticity and coolness (Loureiro 2023) alongside BP for enhanced understanding of consumer behaviour, particularly in the virtual environment. Replicating the study in other contexts and for other platforms could validate our findings.…”

Conceptualization of the Corporate Brand in Multinational Enterprises

“…Brands tell stories and influence stakeholders on deep emotional level, forming bonds that once positive or negative, are very hard to break [11]. Brands are actively managed at either the organisational level (corporate branding), or at the individual product level (product branding) [6]. Examples of corporate brands include Unilever, Proctor & Gamble, Virgin Group and Toyota, whereas product brands include Lipton tea, Head & Shoulders shampoo, Virgin Airlines and Lexus respectively.…”