2019
DOI: 10.1057/s41262-019-00184-4
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Trending topics plus future challenges and opportunities in brand management

Abstract: An analysis and review by the Journal editors of publications over recent years to identify trending topic areas, plus an overview of some challenges and opportunities facing brand management today.

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Cited by 28 publications
(22 citation statements)
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“…Finally, taking into account multiple research calls for a more socially oriented perspective in branding studies [Golob et al, 2020;Swaminathan et al, 2020], future research could shift away from addressing brand-related metrics into exploring and explaining how using various brand narratives affects consumers' self-esteem [Machin et al, 2019], empowerment [Hajdas and Kłeczek, 2021] or create a social change [Naidoo and Abratt, 2018].…”
Section: Limitations and Further Researchmentioning
confidence: 99%
“…Finally, taking into account multiple research calls for a more socially oriented perspective in branding studies [Golob et al, 2020;Swaminathan et al, 2020], future research could shift away from addressing brand-related metrics into exploring and explaining how using various brand narratives affects consumers' self-esteem [Machin et al, 2019], empowerment [Hajdas and Kłeczek, 2021] or create a social change [Naidoo and Abratt, 2018].…”
Section: Limitations and Further Researchmentioning
confidence: 99%
“…It should both provide clarity so that managers can use it as a filter for strategic decision-making, and be dynamic, in that it can inspire and engage different stakeholders to further develop and elucidate a shared and evolving understanding of the corporate brand (Iglesias et al 2020a ). Surprisingly, there is a gap between the managerial discussions around purpose, which have become mainstream, and academia, where there is an inexplicable lack of research on how corporate brands should build a purpose and what the benefits of doing so are (Golob et al 2020 ). The focus on purpose also implies a new model of brand governance (Hatch and Schultz 2010 ).…”
Section: Towards Corporate Brand Co-creationmentioning
confidence: 99%
“…However, recently, new streams of thought have started to flourish in both academia and management practice, that advocate a more balanced stakeholder perspective (Freeman et al 2007 ; Smith and Rönnegard 2016 ), rooted in fairness and conscientiousness (Ind and Horlings 2016 ). According to Golob et al ( 2020 , p. 125) ‘by addressing issues that matter to different stakeholders and people in general and which have the potential to change their daily lives, brand management research would be able to position itself more at the forefront of contemporary pressing problems faced by our global society’. This more balanced stakeholder perspective demands the prevalence of long-term thinking, which runs counter to the sometimes short-term view of shareholders (Ind and Ryder 2011 ).…”
Section: Conscientious Corporate Brandsmentioning
confidence: 99%
“…These and many other new topics lead to new and exciting questions for brand science. Some authors have therefore published lists and discussions of new topics for brand (marketing) research in recent years (e.g., Golob et al, 2020;Rust, 2020;Veloutsou & Delgado-Ballester, 2018;Yoganathan et al, 2019), formulated frameworks, or even models for new brand management (e.g., . The Global Brand Conference (GBC) is an ideal platform to formulate new research questions, develop initial answers and share newest research findings.…”
Section: Fresh Topicsmentioning
confidence: 99%