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A Research Agenda for Brand Management in a New Era of Consumerism
Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.
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Critical Acclaim
Contributors
Contents
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Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary.
Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.
Illustrating the significant depth and breadth of research in brand management, contributors explore both foundational topics and contemporary work in the field. They synthesise diverse approaches to provide a holistic and dynamic understanding of the major areas of brand management. Alongside this theoretical taxonomy of the field, this Research Agenda also examines the application of branding principles and best practices in common business contexts. Chapters analyse cutting-edge developments in brand management research including brand co-creation, conscientious brands, online brand communities, non-profit branding, and internal brand management.
Providing a concise overview of key brand management topics and illustrating important areas for further research, this Research Agenda will be an invaluable resource for doctoral students and scholars in marketing, strategic management, and branding.
Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.
Illustrating the significant depth and breadth of research in brand management, contributors explore both foundational topics and contemporary work in the field. They synthesise diverse approaches to provide a holistic and dynamic understanding of the major areas of brand management. Alongside this theoretical taxonomy of the field, this Research Agenda also examines the application of branding principles and best practices in common business contexts. Chapters analyse cutting-edge developments in brand management research including brand co-creation, conscientious brands, online brand communities, non-profit branding, and internal brand management.
Providing a concise overview of key brand management topics and illustrating important areas for further research, this Research Agenda will be an invaluable resource for doctoral students and scholars in marketing, strategic management, and branding.
Critical Acclaim
‘King and Murillo’s edited volume level sets the agenda for advancing our understanding of foundational branding topics including brand experience, brand co-creation, brand design, and brand architecture. These thoughtful contributions will inspire the scholarly work of doctoral students and scholars for years to come.’
– Susan Fournier, Boston University, US
‘Professors King and Murillo have edited a must-read volume for any researcher interested in the brand management field. The different chapters address the key changes in brand management that are arising as a response to the new consumer demands and provide inspiring avenues for future research.’
– Oriol Iglesias, ESADE Business School, Spain
– Susan Fournier, Boston University, US
‘Professors King and Murillo have edited a must-read volume for any researcher interested in the brand management field. The different chapters address the key changes in brand management that are arising as a response to the new consumer demands and provide inspiring avenues for future research.’
– Oriol Iglesias, ESADE Business School, Spain
Contributors
Contributors include: M. Billur Akdeniz, Daniela Andreini, Beatriz Itzel Cruz-Megchun, Salvador Del Barrio-García, Andreas B. Eisingerich, Yujia Huang, Nicholas Ind, Kevin Kam Fung So, Hyunsu Kim, Ceridwyn King, Samuel Kristal, Charles Aaron Lawry, Zoe Lee, Catarina Lelis, Jing Li, Filip Lievens, Deborah J. MacInnis, Ady Milman, Michela Mingione, Susan Mudambi, Enrique Murillo, C. Whan Park, María Eugenia Rodríguez-López, Álvaro J. Rojas-Lamorena, Gordhan K. Saini, Mukta Srivastava, M. Berk Talay, Asli D.A. Tasci, Janell D. Townsend, Cleopatra Veloutsou, Lina Xiong, Lia Zarantonello
Contents
Contents:
Introducing A Research Agenda for Brand Management in
a New Era of Consumerism 1
Enrique Murillo and Ceridwyn King
PART I FOUNDATIONS OF BRAND MANAGEMENT RESEARCH
1 Design-led brand management: a new territory 17
Catarina Lelis, Beatriz Itzel Cruz-Megchun and Yujia Huang
2 The emergence and evolution of corporate branding 35
Nicholas Ind
3 Brand architecture: a literature review and future
research directions 49
M. Berk Talay, M. Billur Akdeniz and Janell D. Townsend
4 How does brand equity work? A review of theory
and a research agenda 73
Salvador del Barrio-García, María Eugenia
Rodríguez-López and Álvaro J. Rojas-Lamorena
5 Brand value co-creation: field emergence,
applications, measurement and future research
directions 89
Michela Mingione and Samuel Kristal
6 Consumer responses to branding 107
Kevin Kam Fung So, Jing Li and Hyunsu Kim
7 A roadmap of brand experience 123
Lia Zarantonello and Daniela Andreini
8 Reflections on brand communities academic research 143
Cleopatra Veloutsou
9 A theoretical framework exploring three
foundational benefits of brand attachment 161
Andreas B. Eisingerich, Deborah J. MacInnis, and
C. Whan Park
10 The coming of age of internal brand management
research: Looking back to look forward 177
Ceridwyn King, Enrique Murillo and Lina Xiong
PART II SPECIAL INTEREST BRANDING RESEARCH
11 B2B branding: a review and research agenda for
turbulent times 201
Susan M. Mudambi
12 Destination branding 217
Asli D.A. Tasci and Ady Milman
13 Third-party employment branding: current status
and future directions 239
Filip Lievens, Mukta Srivastava and Gordhan K. Saini
14 Building brands for nonprofit organisations:
a review of current themes and future research
directions 257
Zoe Lee
15 Luxury brand research: four decades of innovation 273
Charles Aaron Lawry
Index
Introducing A Research Agenda for Brand Management in
a New Era of Consumerism 1
Enrique Murillo and Ceridwyn King
PART I FOUNDATIONS OF BRAND MANAGEMENT RESEARCH
1 Design-led brand management: a new territory 17
Catarina Lelis, Beatriz Itzel Cruz-Megchun and Yujia Huang
2 The emergence and evolution of corporate branding 35
Nicholas Ind
3 Brand architecture: a literature review and future
research directions 49
M. Berk Talay, M. Billur Akdeniz and Janell D. Townsend
4 How does brand equity work? A review of theory
and a research agenda 73
Salvador del Barrio-García, María Eugenia
Rodríguez-López and Álvaro J. Rojas-Lamorena
5 Brand value co-creation: field emergence,
applications, measurement and future research
directions 89
Michela Mingione and Samuel Kristal
6 Consumer responses to branding 107
Kevin Kam Fung So, Jing Li and Hyunsu Kim
7 A roadmap of brand experience 123
Lia Zarantonello and Daniela Andreini
8 Reflections on brand communities academic research 143
Cleopatra Veloutsou
9 A theoretical framework exploring three
foundational benefits of brand attachment 161
Andreas B. Eisingerich, Deborah J. MacInnis, and
C. Whan Park
10 The coming of age of internal brand management
research: Looking back to look forward 177
Ceridwyn King, Enrique Murillo and Lina Xiong
PART II SPECIAL INTEREST BRANDING RESEARCH
11 B2B branding: a review and research agenda for
turbulent times 201
Susan M. Mudambi
12 Destination branding 217
Asli D.A. Tasci and Ady Milman
13 Third-party employment branding: current status
and future directions 239
Filip Lievens, Mukta Srivastava and Gordhan K. Saini
14 Building brands for nonprofit organisations:
a review of current themes and future research
directions 257
Zoe Lee
15 Luxury brand research: four decades of innovation 273
Charles Aaron Lawry
Index
