research paper on brand management

Journal of Brand Management

• ISSN : 1350-231X (print)
• ISSN : 1479-1803 (electronic)
• Journal no. : 41262
• A source of expert commentary on brand and reputation management
• Includes commentary, industry-based case studies and original research
• Serves a worldwide audience of academics, scholars and business executives

Journal Metrics 2022 Downloads: 330,651 2022 Scopus CiteScore: 7.9 2022 Scopus Source-Normalized Impact per Paper (SNIP): 1.402 2022 SCImago Journal Rank (SJR): 1.09 2022 Clarivate Journal Impact Factor (JIF): 4.1 2022 Clarivate 5 Year Impact Factor: 4.4 2022 Clarivate Journal Citation Indicator (JCI): 0.88 The Journal of Brand Management is a peer-reviewed publication which has established itself as the leading authoritative journal on brand management and strategy. It considers all dimensions of this fast-evolving field, drawing together cutting-edge analysis and the latest thinking from leading international experts in academia and industry. The topic coverage by the journal is broad and deep. Among some of the topics covered are brand alliances and mergers, brand heritage and history, brand ethics as well as branding and technology. Publishing 6 issues a year, the journal includes research and analysis that examine brand research methods; brand metrics and analytics; qualitative and quantitative brand research; brand architecture and portfolios. Case studies examine the experience of prominent organizations, describing problems encountered and lessons learned. Also published is applied research from business schools, universities and think tanks. The Journal of Brand Management is essential reading for brand strategists in private and public sector organizations, and academics in universities and business schools; brand researchers; business development executives; attorneys specializing in intellectual property and patents; and more. Abstracting & Indexing ABS Academic Journal Quality Guide;ANVUR;Australian Business Deans Council (ABDC) Journal Quality List;CNKI;Current Contents / Social & Behavioral Sciences;Dimensions;EBSCO Business Source;EBSCO Discovery Service;Gale;Google Scholar;Institute of Scientific and Technical Information of China;Journal Citation Reports/Social Sciences Edition;Naver;OCLC WorldCat Discovery Service;ProQuest ABI/INFORM;ProQuest Business Premium Collection;ProQuest Central;ProQuest Entrepreneurship Database;ProQuest-ExLibris Primo;ProQuest-ExLibris Summon;Psyndex;SCImago;SCOPUS;Social Science Citation Index;TD Net Discovery Service;UGC-CARE List (India) Journal of Brand Management is a Transformative Journal ; authors can publish using the traditional publishing route OR via immediate gold Open Access. More information on Transformative journals: https://www.springernature.com/gp/open-research/transformative-journals More information on funder and institutional requirements: https://www.springernature.com/gp/open-research/funding

Latest issue

Volume 31, Issue 2, March 2024

Special issue: brands and activism, brands and activism: ecosystem and paradoxes.

Klement Podnar , Urša Golob

Original Article

From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics

Aya Aboelenien , Chau Minh Nguyen

The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’

Abdul Rohmanue , Erik S. Jacobi

Publishing with us

For authors, call for papers.

We are calling for original research, models, and case studies on how companies manage their brands

Publishing Open Access with us

Learn how you can benefit from Open Access publishing

• Accessibility
• Contacting editors
• Contacting sales reps
• eBook collections
• Help overview
• Rights and permissions

Information for

• Book reviewers
• Booksellers
• Journalists

Other sites and products

• Macmillan Education
• Macmillan International Higher Education
• Palgrave Journals
• Springer Link
• Springer Nature

Palgrave Macmillan publishes journals, monographs and reference books in print and online.

• Search Menu
• Advance articles
• Author Interviews
• Research Curations
• Author Guidelines
• Open Access
• Submission Site
• Why Submit?
• About Journal of Consumer Research
• Editorial Board
• Advertising and Corporate Services
• Self-Archiving Policy
• Dispatch Dates
• Journals on Oxford Academic
• Books on Oxford Academic

Article Contents

Introduction, the pleasure and/or pain of brands, brand attachment and loyalty, consumer relevance and distinctiveness in branding, consumer communications about brands, managerial considerations in branding, other future research directions, conclusions.

• < Previous

Consumer Research Insights on Brands and Branding: A JCR Curation

• Article contents
• Figures & tables
• Supplementary Data

Kevin Lane Keller, Consumer Research Insights on Brands and Branding: A JCR Curation, Journal of Consumer Research , Volume 46, Issue 5, February 2020, Pages 995–1001, https://doi.org/10.1093/jcr/ucz058

• Permissions Icon Permissions

Brands are a fact of everyday life and an omnipresent reality for consumers. Understanding how consumers respond to brands—what they think and feel and how they act toward them—is a critical aspect of consumer research. Consumer research in branding is expansive in nature and has investigated a wide range of topics in terms of how different kinds of consumers respond to different types of brands and branding activities in various contexts ( Schmitt 2012 ).

Researchers have explored how consumer responses to brands vary by factors such as knowledge, experience, gender, attitudes, and cultural background. They have studied the effects of brands that vary by product or industry type, personality or other image factors, country of origin, and more. They have explored branding as applied to products or services, people, countries and other geographical locations, and the like. Different forms of marketing activity relating to various aspects of the classic marketing mix (the “4 Ps”: product, price, place, and promotion) have been assessed, and the contexts studied have included a host of situations or settings.

The pleasure and/or pain of brands

Brand attachment and loyalty

Consumer relevance and distinctiveness in branding

Consumer communications about brands

Managerial branding considerations

Despite the relatively short time period involved, these five themes exhibit some of the diversity in subject matter characteristic of branding research. Some of these themes tap into broader interests in consumer research that also can be found in research streams outside of branding. Others capture phenomena wholly unique to the branding area. All themes reflect conceptual rigor and practical relevance. For each theme, we provide some background and highlight the findings of two recent JCR articles, one of which we describe in more detail in the form of its abstract and discussion of its future research implications. We conclude with commentary on other future research directions for brands and branding.

In theory, brands can play many different roles for consumers. In a basic sense, brands can make consumer lives simpler, easier, or more rewarding. Moreover, brands can take on rich meaning and allow consumers to signal to others, or themselves, who they are or who they would like to be and what they value. Yet not all consumers ascribe to the positive qualities of brands, and some consumers actively dislike brands and branding in general. Understanding the basic forces—positive and negative—associated with brands is an enduring consumer research priority.

Recent JCR Research

Reimann, Nuñez, and Castaño (2017) show the remarkable power of brands to insulate consumers from physical pain. Brands allow consumers to cope with pain by offering them a reassuring sense of social connectedness. On the other hand, Brick et al. (2018) show the yin-yang of brands in one of the most important aspects of consumers’ lives: their relationship with close others. They find that brands can also be a source of conflict, as summarized in their abstract below.

Brick et al., “Coke vs. Pepsi: Brand Compatibility, Relationship Power, and Life Satisfaction”   (2018) Individuals often evaluate, purchase, and consume brands in the presence of others, including close others. Yet relatively little is known about the role brand preferences play in relationships. In the present research, the authors explore how the novel concept of brand compatibility, defined as the extent to which individuals have similar brand preferences (e.g., both partners prefer the same brand of soda), influences life satisfaction. The authors propose that when brand compatibility is high, life satisfaction will also be high. Conversely, because low brand compatibility may be a source of conflict for the relationship, the authors propose that it will be associated with reduced life satisfaction. Importantly, the authors predict that the effects of brand compatibility on conflict and life satisfaction will depend upon relationship power. Across multiple studies and methodologies, including experimental designs (studies 2, 3, 5) and dyadic data from real-life couples (studies 1, 4, 6), the authors test and find support for their hypotheses. By exploring how a potentially unique form of compatibility influences life satisfaction, including identifying a key moderator and an underlying mechanism, the current research contributes to the literatures on branding, close relationships, consumer well-being, and relationship power.

Several aspects of this research are noteworthy. One crucial consideration, building on past research and worthy of further study, is how brands are embedded in consumer lives and part of their identities in profound ways. Additionally, this research reinforces one of the most central considerations in branding—compatibility, or “fit”—which manifests in different ways with many different branding phenomena (e.g., brand extensions, leveraged secondary associations from cause marketing or sponsorship). Finally, another valuable insight suggested by this research is the polarization that can occur with brands; that is, the same brand can elicit decidedly different responses from different people. Greater attention to the downside of brands and branding and their more detrimental effects with certain consumers is needed.

Not all brands have the same importance to consumers, and understanding why some brands take on special meaning has much theoretical and managerial importance. In a practical sense, in today’s intensely competitive marketplace, firms are going to greater and greater lengths to try to forge strong bonds with consumers and build mutually beneficial relationships. Understanding consumer-brand relationships has been a fertile research topic for years now as the complexity of those relationships continues to spawn intriguing and productive new research directions.

Khamitov, Wang, and Thomson (2019) offer a comprehensive meta-analysis of factors affecting when and how different types of brand relationships increase loyalty. The authors find that various brand, loyalty, time, and consumer characteristics all can affect brand relationship elasticity. They specifically reinforce the power of the intangible and emotional qualities of brands. Huang, Huang, and Wyer (2018) home in on a very specific consideration—how consumers connect with brands in crowded social settings, as summarized in their abstract.

Huang et al., “The Influence of Social Crowding on Brand Attachment”   (2018) Feeling crowded in a shopping environment can decrease consumers’ evaluations of a product or service and lower customer satisfaction. However, the present research suggests that a crowded environment can sometimes have a positive impact on consumer behavior. Although feeling crowded motivates consumers to avoid interacting with others, it leads them to become more attached to brands as an alternative way of maintaining their basic need for belongingness. The effect does not occur (a) when the crowding environment is composed of familiar people (and, therefore, is not considered aversive); (b) when individuals have an interdependent self-construal (and consequently, high tolerance for crowdedness); (c) when people are accompanied by friends in the crowded environment; (d) when the social function of the brands is made salient; (e) when people have never used the brand before; or (f) when the brand is referred to as a general product rather than a specific brand.

Understanding situational and contextual influences on consumer behavior with respect to brands offers much practical value to marketing managers who must make many different types of decisions based on assumptions about how consumers will behave in particular places or at particular times. Identifying boundary conditions in these and other ways is important to provide a more nuanced depiction of how consumers actually think, feel, and act toward brands under certain circumstances or in specific settings. Finally, more generally, this research underscores the contingent nature of consumer processing of brands and the need to thoroughly investigate moderator variables that can impact the direction and strength of branding effects in meaningful ways.

Distinctiveness is at the core of branding and a key element in virtually any definition of brands. Branding success is all about differentiation and offering consumers unique value. Unique value requires relevance, too; accordingly, another core branding concept is brand relevance and how meaningful a brand is to consumers. Ensuring that brands are relevant and differentiated, however, is a challenging managerial priority in today’s fluid and fast-changing marketplace. Consumers are also seeking relevance and differentiation and consequently demanding personalized, customized brand offerings that suit their individual preferences and distinguish them from others. In part because of these new dynamics, many important consumer research opportunities are emerging in how consumers and brands fit into their respective landscapes.

Torelli et al. (2017) show how consumer feelings of cultural distinctiveness in foreign locations can lead to consumer preferences for more culturally aligned brands, even if those brands may be deficient in other ways. In a desire to connect with home and not feel as distinctive, consumers broaden how they actually think of “home.” By expanding their in-group boundaries in that way, they exhibit preferences to include culturally related brands that are merely similar in geographic proximity or sociohistorical or cultural roots. Puzakova and Aggarwal (2018) show how a consumer desire for distinctiveness can actually result in less preference for an anthropomorphized brand, as summarized in their abstract.

Puzakova and Aggarwal, “Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism”   (2018) Although past research has shown that anthropomorphism enhances consumers’ attraction to a brand when social-connectedness or effectance motives are active, the current research demonstrates that anthropomorphizing a brand becomes a detrimental marketing strategy when consumers’ distinctiveness motives are salient. Four studies show that anthropomorphizing a brand positioned to be distinctive diminishes consumers’ sense of agency in identity expression. As a result, when distinctiveness goals are salient, consumers are less likely to evaluate anthropomorphized (vs. nonanthropomorphized) brands favorably and are less likely to choose them to express distinctiveness. This negative effect of brand anthropomorphism, however, is contingent on the brand’s positioning strategy—brand-as-supporter (supporting consumers’ desires to be different) versus brand-as-agent (communicating unique brand features instead of focusing on consumers’ needs) versus brand-as-controller (limiting consumers’ freedom in expressing distinctiveness). Our results demonstrate that an anthropomorphized brand-as-supporter enhances consumers’ sense of agency in identity expression, compared to both an anthropomorphized brand-as-agent and an anthropomorphized brand-as-controller. In turn, enhancing or thwarting consumers’ sense of agency in expressing their differences from others drives the differential impact of anthropomorphizing a brand positioned to be distinctive.

Two aspects of this research are especially noteworthy in terms of future research. Given how many marketers are trying to bring their brands to life—literally and figuratively—in today’s digital world, anthropomorphism is likely to continue to be an important consumer research topic. In particular, AI and robotic advances in service settings and elsewhere will raise a number of similar issues in terms of how consumers interact with more human-like marketing devices. These are complex phenomena that will require new theoretical development as well as the careful adaption of concepts from consumer psychology originally developed with humans. Secondly, understanding how consumers and brands are—or want to be—distinctive is a fundamental element of branding that can yield interesting insights with a variety of branding phenomena.

Communications are the lifeblood of any brand. In a “paid-earned-owned-shared” media world, consumer-to-consumer communications are taking on increased importance. Different communication channels have different properties, however, that require careful analysis and planning. Understanding what, when, where, how, and why consumers decide to share information or opinions about brands is a research priority that will likely continue to drive research activity for many years to come.

Through an extensive text mining study of social media, Villarroel Ordenes et al. (2019) use speech act theory to identify distinct elements—rhetorical styles such as alliteration and repetition, cross-message compositions, and certain visual images—that lead to greater consumer sharing of messages posted by brands. They reinforce the power of informational and emotional content in online brand messages and find some important distinctions in message sharing across Facebook and Twitter social media platforms. Moving to also include the offline world, Shen and Sengupta (2018) found that when consumers communicate about brands to others by speaking versus writing, they develop deeper self-brand connections, as summarized in this abstract.

Shen and Sengupta, “Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More than Writing Does”   (2018) This research merges insights from the communications literature with that on the self-brand connection to examine a novel question: how does speaking versus writing about a liked brand influence the communicator’s own later reactions to that brand? Our conceptualization argues that because oral communication involves a greater focus on social interaction with the communication recipient than does written communication, oral communicators are more likely to express self-related thoughts than are writers, thereby increasing their self-brand connection (SBC). We also assess the implications of this conceptualization, including the identification of theoretically derived boundary conditions for the speech/writing difference, and the downstream effects of heightened SBC. Results from five studies provide support for our predictions, informing both the basic literature on communications, and the body of work on consumer word of mouth.

Word of mouth has been a critical aspect of marketing since the origin of commerce. In today’s digital world, word of mouth can take many different forms (structured vs. unstructured, public vs. private, and so on). Understanding the full consumer psychology implications of reviews, in particular, is a top research priority given their increasingly important role in consumer decision-making. Contrasting oral and written speech, as in the referenced article, will have important implications for social media usage and marketing communications more generally. Lastly, the crucial mediating role of self-brand connections reinforces the need to consider the relevance of brands and when and how they are drawn into consumers’ identities and lives.

There is a managerial side to branding that can benefit from principles and insights gleaned from more practically minded consumer research. Managers make numerous decisions on a daily basis related to building, measuring, managing, and protecting their brands with significant short- and long-term consequences. A thorough understanding of applicable consumer behavior theory is extremely valuable to guide that decision-making. The research opportunities here are vast, as a wide gap still exists in many areas between academic research and industry practice.

Studying the James Bond film franchise, Preece, Kerrigan, and O'Reilly (2019) take an evolutionary approach to study brand longevity. Applying assemblage theory, they show how brands can optimally balance continuity and change at different levels over time. van Horen and Pieters (2017) show how copycat brands—that is, those that imitate brand elements of another brand—meet with more success when the imitated product is in a product category distinct from that of the imitated brand, as summarized in their abstract.

van Horen and   Pieters, “Redefining Home: How Cultural Distinctiveness Affects the Malleability of In-Group Boundaries and Brand Preferences”   (2017) Copycat brands imitate the trade dress of other brands, such as their brand name, logo, and packaging design. Copycats typically operate in the core product category of the imitated brand under the assumption that such “in-category imitation” is most effective. In contrast, four experiments demonstrate the benefits of “out-of-category imitation” for copycats, and the harmful effect on the imitated brand. Copycats are evaluated more positively in a related category, because consumers appraise the similarity between copycat and imitated brand more positively than in the core category, independent of the perceived similarity itself. This is due to a reduced salience of norms regarding imitation in the related category. Moreover, the results show a damaging backlash effect of out-of-category imitation on the general evaluation of the imitated brand and on its key perceived product attributes. The findings replicate across student, MTurk [Amazon Mechanical Turk], and representative consumer samples; multiple product categories; and forms of brand imitation. This research demonstrates that out-of-category brand imitation helps copycat brands and hurts national leading brands much more than has so far been considered, which has managerial and public policy implications.

Research on trade dress goes to the very heart of brands and branding: the brand elements themselves. Because of how they shape awareness and image with consumers, brand elements are often invaluable assets to brand marketers. A deeper understanding of their intrinsic properties, as well as their interface with various marketing activities, would be very helpful for managers. More generally, adopting a legal perspective to branding research, as with this article, should be encouraged given its increasingly significant role in managerial decision-making. In a related sense, given that most brands span multiple categories, ensuring that a broader multicategory perspective is recognized in branding research is also essential.

The five themes reviewed above each suggested a number of important future research directions. Nevertheless, an abundance of other research opportunities also exist in other areas with brands and branding, five of which are highlighted here (for further discussion, see Keller 2016 ; Keller et al. 2020 ).

Brand Emotions and Feelings

What are the most important types of brand feelings and emotions? What is a useful taxonomy of brand feelings and emotions?

What are the most effective ways for marketers to elicit brand feelings and emotions? How do different marketing activities create brand feelings and emotions?

Can affective information be shared by consumers as effectively as more cognitive information? What is the role of word of mouth and social media for spreading feelings and emotional qualities of brands across consumers?

How easily can feelings and emotions be linked to a brand? In what ways are they stored and later activated?

In what ways do feelings and emotions affect consumer decision-making? When can positive brand feelings overcome product deficiencies? When can negative feelings undermine product advantages?

Brand Intangibles

As noted above, successful branding is about differentiation. Increasingly, brand intangibles are playing a bigger role in creating, or at least strengthening, differentiation. Brand intangibles are those associations to a brand that are not directly related to the product or service and its function and performance. In a broad sense, the increased emphasis on brand intangibles reflects the fact that consumers have become more interested in learning about the people and companies behind products and brands, posing questions such as: Who are they? What values do they hold? What do they stand for? How do they make the product or service?

How do consumers form opinions about authenticity ( Newman and Dhar 2014 ; Spiggle, Nguyen, and Caravella 2012 )? How important is it for a brand to be seen as authentic or genuine?

How does history or heritage define a brand ( Paharia et al. 2011 )? In what ways can it help or hurt? How flexible are consumers in updating their perceptions and beliefs about brands? What is the proper balance of continuity and change for brands over time?

How do consumers view political stances by brands ( Horst 2018 )? How do they respond to brands taking positions on important political issues that support or contradict the positions they hold?

What are consumer expectations for corporate social responsibility for brands ( Bhattacharya and Sen 2003 ; Chernev and Blair 2015 ; Kotler and Lee 2005 ; Torelli, Monga, and Kaikati 2012 )? What are the accepted standards for sustainability, community involvement, and social impact? How do consumers make those judgments? How do they influence brand attitudes and behavior?

Given the subjective nature of brand intangibles, how do marketers reconcile the potentially varying or even contradictory opinions held by different consumers about any particular brand intangible? How much consensus can reasonably be expected?

Brand Positioning

One well-established strategic tool for branding is the concept of positioning —how consumers think or feel about a brand versus a defined set of competitor brands ( Keller, Sternthal, and Tybout 2002 ). Although historically significant, some marketers have questioned the value of traditional positioning in developing modern marketing strategies. One fundamental question is the role of consumers in setting strategies for brands. Some marketing pundits proclaim that “customers are now in charge of marketing,” maintaining that consumers now set the strategic directions of brands. Such statements, however, presume that consumers are empowered, enlightened, and engaged with respect to brands and branding. In other words, consumers have the motivation (engagement), ability (enlightenment), and opportunity (empowerment) to actually impact brand strategies.

In what ways do consumers think they can influence brand strategy? How much input do consumers think they should have about what a brand does?

How much do consumers know about brands and branding? How deep and broad is consumer brand knowledge? How do they define the “rules of the game” for branding?

How actively invested are consumers with a brand’s fortunes? How much do consumers care about how other consumers view a brand or how it is performing in the marketplace as a whole?

How much do consumers want to engage with brands and in what ways? What is a useful taxonomy of brand engagement?

Developing a more complete understanding of the consumer-brand terrain along these lines will be invaluable in understanding how different types of relationships are formed between consumers and brands ( Fournier 1998 ).

Brand Purpose, Storytelling, and Narratives

How well do these alternative brand strategy concepts tap into our understanding of consumer behavior? What assumptions do they make about consumer behavior? When are they most valid or useful? Are they ever unhelpful or even counterproductive?

What types of brand purposes are most meaningful to consumers? How should brand purposes be crafted internally and expressed externally? How should brand purpose relate or be aligned with other aspects of the brand positioning and strategy? For example, how closely tied should brand purposes be to the products or services for the brand?

What makes brand stories or narratives compelling ( Escalas 2004 )? Are there any disadvantages to their use? Can brand stories or narratives distract marketers or consumers from a focus on potentially more important product or service performance considerations?

Brand Measurement

Lastly, for both academics and managers to fully understand the effects of brands and branding, there needs to be a deep, rich understanding of how consumers think, feel, and act toward brands. Although one common industry research technique has been consumer surveys, as consumers have become more difficult to contact and less willing to participate, the viability of surveys has diminished in recent years. Yet marketers today arguably need to stay closer than ever to consumers, underscoring the need to develop new methods and evolve existing ones to gain critical insights into consumers and brands.

Fortunately, as much as any area, branding research has benefited from a full range of quantitative and qualitative methods that go beyond surveys and other traditional data collection methods (e.g., focus groups). For example, researchers are continuing to refine neural techniques (Chang, Boksem, and Smidts 2018; Yoon et al. 2006 ) and ethnographic methods ( Belk 2006 ; Chang Coupland 2005 ). One particularly promising tack involves digital methods and measures that can be used at the individual or market level to monitor online behavior ( Berger et al. 2020 ; Moe and Schweidel 2014 ; Yadav and Pavlou 2014 ). Although full of potential, the methodological properties of these digital approaches need to be validated carefully, and boundaries need to be established as to their comparative advantages and disadvantages.

More broadly, for all traditional or emerging research methods, strengths and weaknesses must be identified and contrasted in terms of their effectiveness and efficiency in gaining consumer and brand insights. In many ways, brand-building can be thought of in terms of painting a picture of a brand in consumers’ minds and hearts. Extending that metaphor, it is important that marketers skillfully combine a full range of research methods to be able to appreciate the colors, vividness, and texture of the mental images and structures they are creating.

Perhaps not surprisingly, research on branding mirrors many of the broad themes found in consumer research more generally. Consumer researchers of all kinds are interested in achieving a better understanding of consumer motivations and desires and how consumers choose to interact with the world around them, especially in digital terms. Researchers studying branding have certainly homed in on these and other topics and also have focused on more managerial considerations, all of which help marketers achieve a deeper understanding of consumers to help them build, measure, manage, and protect brand equity.

The reality is that brands and consumers are inextricably linked. Brands exist for consumers, and consumers generally value brands. Yet, in today’s data-rich world, both brands and consumers can be too easily reduced to online and offline statistical footprints. It is incumbent upon consumer researchers to breathe life into branding to ensure that consumer psychology as applied to branding is undeniable in its importance and essential to marketers everywhere.

This curation was invited by editors J. Jeffrey Inman, Margaret C. Campbell, Amna Kirmani, and Linda L. Price .

The author thanks the editors for the opportunity to write this research curation and for their helpful feedback.

Belk   Russell W. (2006), Handbook of Qualitative Research Methods in Marketing , Cheltenham, UK : Edward Elgar Publishing Limited , 2006 .

Google Scholar

Google Preview

Berger   Jonah , Humphreys Ashlee , Ludwig Stephan , Moe Wendy W. , Netzer Oded , Schweidel David A. ( 2020 ), “ Uniting the Tribes: Using Text for Marketing Insight ,” Journal of Marketing , forthcoming.

Bhattacharya   C. B. , Sen Sankar ( 2003 ), “ Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies ,” Journal of Marketing , 67 ( 2 ), 76 – 88 .

Brick   Danielle J. , Fitzsimons Gràinne M. , Chartrand Tanya L. , Fitzsimons Gavan J. ( 2018 ), “ Coke vs. Pepsi: Brand Compatibility, Relationship Power, and Life Satisfaction ,” Journal of Consumer Research , 44 ( 5 ), 991 – 1014 .

Chan   H.-Y. , Boksem Maarten , Smidts Ale ( 2018 ), “ Neural Profiling of Brands: Mapping Brand Image in Consumers’ Brains with Visual Templates ,” Journal of Marketing Research , 55 ( 4 ), 600 – 15 .

Chang Coupland   Jennifer ( 2005 ), “ Invisible Brands: An Ethnography of Households and the Brands in Their Kitchen Pantries ,” Journal of Consumer Research , 32 ( 1 ), 106 – 18 .

Chernev   Alexander , Blair Sean ( 2015 ), “ Doing Well by Doing Good: The Benevolent Halo of Corporate Social Responsibility ,” Journal of Consumer Research , 41 ( 6 ), 1412 – 25 .

Escalas   Jennifer Edson ( 2004 ), “ Narrative Processing: Building Consumer Connections to Brands ,” Journal of Consumer Psychology , 14 ( 1–2 ), 168 – 80 .

Fournier   Susan ( 1998 ), “ Consumers and Their Brands: Developing Relationship Theory in Consumer Research ,” Journal of Consumer Research , 24 ( 4 ), 343 – 73 .

Horst   Peter ( 2018 ), Marketing In the #Fakenews Era: New Rules for a New Reality of Tribalism, Activism, and Loss of Trust , Charleston, SC : Advantage Media Group .

Huang   Xun (Irene) , Huang Zhongqiang (Tak) , Wyer Robert S. Jr. ( 2018 ), “ The Influence of Social Crowding on Brand Attachment ,” Journal of Consumer Research , 44 ( 5 ), 1068 – 84 .

John   Deborah R. , Loken Barbara , Kim Kyeongheui , Monga Alokparna Basu ( 2006 ), “ Brand Concept Maps: A Methodology for Identifying Brand Association Networks ,” Journal of Marketing Research , 43 ( 4 ), 549 – 63 .

Keller   Kevin Lane ( 2003 ), “ Brand Synthesis: The Multidimensionality of Brand Knowledge ,” Journal of Consumer Research , 29 ( 4 ), 595 – 600 .

Keller   Kevin Lane ( 2016 ), “ Reflections on Customer-Based Brand Equity: Perspectives, Progress and Priorities ,” AMS Review , 6 ( 1–2 ), 1 – 16 .

Keller   Kevin Lane , Neslin Scott A. , Oh Travis Tae , David J. Reibstein , Donald R. Lehmann ( 2020 ), “ The Past, Present, and Future of Brands and Branding Research ,” Marketing Letters , forthcoming.

Keller   Kevin Lane , Sternthal Brian , Tybout Alice ( 2002 ), “ Three Questions You Need to Ask about Your Brand ,” Harvard Business Review , 80 ( 9 ), 80 – 9 .

Khamitov   Mansur , Wang Xin (Shane) , Thomson Matthew ( 2019 ), “ How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities ,” Journal of Consumer Research , 46 ( 3 ), 435 – 59 .

Kotler   Philip , Lee Nancy ( 2005 ), Corporate Social Responsibility—Doing the Most Good for Your Company and Your Cause , Hoboken, NJ : John Wiley & Sons, Inc .

Moe   Wendy W. , Schweidel David ( 2014 ), Social Media Intelligence , New York, NY : Cambridge University Press .

Newman   George E. , Dhar Ravi ( 2014 ), “ Authenticity Is Contagious: Brand Essence and the Original Source of Production ,” Journal of Marketing Research , 51 ( 3 ), 371 – 86 .

Paharia   Neeru , Keinan Anat , Avery Jill , Schor Juliet B. ( 2011 ), “ The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography ,” Journal of Consumer Research , 37 ( 5 ), 775 – 90 .

Pham   Michel Tuan , Geuens Maggie , De Pelsmacker Patrick ( 2013 ), “ The Influence of Ad-Evoked Feelings on Brand Evaluations: Empirical Generalizations from Consumer Responses to More than 1000 TV Commercials ,” International Journal of Research in Marketing , 30 ( 4 ), 383 – 94 .

Preece   Chloe , Kerrigan Finola , O’Reilly Daragh ( 2019 ), “ License to Assemble: Theorizing Brand Longevity ,” Journal of Consumer Research , 46 ( 2 ), 330 – 50 .

Puzakova   Marina , Aggarwal Pankaj ( 2018 ), “ Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism ,” Journal of Consumer Research , 45 ( 4 ), 869 – 88 .

Reimann   Martin , Nuñez Sandra , Castaño Raquel ( 2017 ), “ Brand-Aid ,” Journal of Consumer Research , 44 ( 3 ), 673 – 91 .

Schmitt   Bernd ( 2012 ), “ The Consumer Psychology of Brands ,” Journal of Consumer Psychology , 22 ( 1 ), 7 – 17 .

Shen   Hao , Sengupta Jaideep ( 2018 ), “ Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More than Writing Does ,” Journal of Consumer Research , 45 ( 3 ), 595 – 614 .

Spiggle   Susan , Nguyen Hang T. , Caravella Mary ( 2012 ), “ More than Fit: Brand Extension Authenticity ,” Journal of Marketing Research , 49 ( 6 ), 967 – 83 .

Torelli   Carlos J. , Ahluwalia Rohini , Cheng Shirley Y. Y. , Olson Nicholas J. , Stoner Jennifer L. ( 2017 ), “ Redefining Home: How Cultural Distinctiveness Affects the Malleability of In-Group Boundaries and Brand Preferences ,” Journal of Consumer Research , 44 ( 1 ), 44 – 61 .

Torelli   Carlos J. , Monga Alokparna Basu , Kaikati Andrew M. ( 2012 ), “ Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts ,” Journal of Consumer Research , 38 ( 5 ), 948 – 63 .

van Horen   Femke , Pieters Rik ( 2017 ), “ Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation ,” Journal of Consumer Research , 44 ( 4 ), 816 – 32 .

Verrochi Coleman   Nicole , Williams Patti ( 2013 ), “ Feeling Like My Self: Emotion Profiles and Social Identity ,” Journal of Consumer Research , 40 ( 2 ), 203 – 22 .

Villarroel Ordenes   Francisco , Grewal Dhruv , Ludwig Stephan , Ruyter Ko De , Mahr Dominik , Wetzels Martin ( 2019 ), “ Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages ,” Journal of Consumer Research , 45 ( 5 ), 988 – 1012 .

Yadav   Manjit S. , Pavlou Paul A. ( 2014 ), “ Marketing in Computer-Mediated Environments: Research Synthesis and New Directions ,” Journal of Marketing , 78 ( 1 ), 20 – 40 .

Yoon   Carolyn , Gutchess Angela H. , Feinberg Fred , Polk Thad A. ( 2006 ), “ A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments ,” Journal of Consumer Research , 33 ( 1 ), 31 – 40 .

Email alerts

Citing articles via.

• Recommend to your Library

Affiliations

• Online ISSN 1537-5277
• Print ISSN 0093-5301
• Copyright © 2024 Journal of Consumer Research Inc.
• About Oxford Academic
• Publish journals with us
• University press partners
• What we publish
• New features  
• Open access
• Institutional account management
• Rights and permissions
• Get help with access
• Accessibility
• Advertising
• Media enquiries
• Oxford University Press
• Oxford Languages
• University of Oxford

Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide

• Copyright © 2024 Oxford University Press
• Cookie settings
• Cookie policy
• Privacy policy
• Legal notice

This Feature Is Available To Subscribers Only

Sign In or Create an Account

This PDF is available to Subscribers Only

For full access to this pdf, sign in to an existing account, or purchase an annual subscription.

Journal of Product & Brand Management

Issue(s) available: 213 – From Volume: 1 Issue: 1 , to Volume: 33 Issue: 3

• Issue 3 2024
• Issue 2 2024
• Issue 1 2024
• Issue 8 2023
• Issue 7 2023
• Issue 6 2023
• Issue 5 2023 Building bridges across branding research: family business brands and the branding process
• Issue 4 2023
• Issue 3 2023
• Issue 2 2023
• Issue 1 2023
• Issue 8 2022
• Issue 7 2022
• Issue 6 2022
• Issue 5 2022
• Issue 4 2022
• Issue 3 2022 Luxury Marketing and Branding
• Issue 2 2022
• Issue 1 2022
• Issue 8 2021
• Issue 7 2021
• Issue 6 2021
• Issue 5 2021
• Issue 4 2021
• Issue 3 2021 Brand relationships
• Issue 2 2021
• Issue 1 2020 Brand management and cocreation-lessons from tourism and hospitality
• Issue 7 2020
• Issue 6 2020 Exploring human brands
• Issue 5 2020
• Issue 4 2020 Measurement and Scaling Methodologies
• Issue 3 2020
• Issue 2 2020 Brands and Brand Management Under Threat in an Age of Fake News
• Issue 1 2020
• Issue 7 2019
• Issue 6 2019 Deliberate Lookalikes Purchase Behaviour: Past, Present and Future Research
• Issue 5 2019 Consumer Negativity Towards Brands
• Issue 4 2019
• Issue 3 2019
• Issue 2 2019 Consumer brand relationships
• Issue 1 2019
• Issue 7 2018 Beyond Country and Brand
• Issue 6 2018
• Issue 5 2018
• Issue 4 2018
• Issue 3 2018 Arts & Branding: Collaboration, Co-Creation and Inspiration of Brands by Arts
• Issue 2 2018
• Issue 1 2018 Corporate Branding
• Issue 7 2017
• Issue 6 2017
• Issue 5 2017 Brand equity: defining, measuring and managing brand equity
• Issue 4 2017 Branding in the era of Web 2.0 (and beyond)
• Issue 3 2017
• Issue 2 2017
• Issue 1 2017
• Issue 7 2016
• Issue 6 2016 Consumer brand relationships
• Issue 5 2016
• Issue 4 2016 The Technopocene: Technology’s Transformation of People, Products and Brands
• Issue 3 2016
• Issue 2 2016
• Issue 1 2016
• Issue 7 2015
• Issue 6 2015
• Issue 5 2015
• Issue 4 2015
• Issue 3 2015
• Issue 2 2015
• Issue 1 2015
• Issue 7 2014
• Issue 6 2014 Babson Pricing Conference
• Issue 4/5 2014
• Issue 3 2014
• Issue 2 2014
• Issue 1 2014 CURRENT CHALLENGES IN BUILDING BRAND ENGAGEMENT
• Issue 7 2013 Branding and Sustainable Growth
• Issue 5/6 2013
• Issue 4 2013
• Issue 3 2013
• Issue 2 2013
• Issue 1 2013 Research in emerging markets advances in product and brand management
• Issue 7 2012
• Issue 6 2012 The challenges facing brand managers today
• Issue 5 2012
• Issue 4 2012
• Issue 3 2012
• Issue 2 2012
• Issue 1 2012
• Issue 7 2011 The behavioral aspects of pricing
• Issue 6 2011 Special issue 6th International Conference of the SIG on Brand, Identity, and Corporate Reputation of the Academy of Marketing
• Issue 5 2011
• Issue 4 2011
• Issue 3 2011
• Issue 2 2011
• Issue 1 2011
• Issue 7 2010 The behavioral aspects of pricing
• Issue 6 2010 Branding and Society The Social, Cultural and Financial Impacts of Brands in the 21st Century
• Issue 5 2010
• Issue 4 2010
• Issue 3 2010
• Issue 2 2010
• Issue 1 2010
• Issue 7 2009 Behavioural pricing
• Issue 6 2009
• Issue 5 2009 The power of brands as intangible assets
• Issue 4 2009
• Issue 3 2009
• Issue 2 2009
• Issue 1 2009
• Issue 7 2008
• Issue 6 2008
• Issue 5 2008
• Issue 4 2008
• Issue 3 2008
• Issue 2 2008
• Issue 1 2008
• Issue 7 2007 Behavioral pricing
• Issue 6 2007
• Issue 5 2007
• Issue 4 2007
• Issue 3 2007
• Issue 2 2007
• Issue 1 2007
• Issue 7 2006
• Issue 6 2006 Strategic pricing
• Issue 5 2006
• Issue 4 2006
• Issue 3 2006
• Issue 2 2006
• Issue 1 2006
• Issue 7 2005
• Issue 6 2005 Behavioral pricing
• Issue 5 2005
• Issue 4 2005
• Issue 3 2005
• Issue 2 2005
• Issue 1 2005
• Issue 7 2004
• Issue 6 2004
• Issue 5 2004
• Issue 4 2004
• Issue 3 2004
• Issue 2 2004
• Issue 1 2004
• Issue 7 2003
• Issue 6 2003
• Issue 5 2003
• Issue 4 2003
• Issue 3 2003
• Issue 2 2003
• Issue 1 2003
• Issue 7 2002
• Issue 6 2002
• Issue 5 2002
• Issue 4 2002
• Issue 3 2002
• Issue 2 2002
• Issue 1 2002
• Issue 7 2001
• Issue 6 2001
• Issue 5 2001
• Issue 4 2001
• Issue 3 2001
• Issue 2 2001
• Issue 1 2001
• Issue 7 2000
• Issue 6 2000
• Issue 5 2000
• Issue 4 2000
• Issue 3 2000
• Issue 2 2000
• Issue 1 2000
• Issue 6 1999
• Issue 5 1999
• Issue 4 1999
• Issue 3 1999
• Issue 2 1999
• Issue 1 1999
• Issue 6 1998
• Issue 5 1998
• Issue 4 1998
• Issue 3 1998
• Issue 2 1998
• Issue 1 1998
• Issue 6 1997
• Issue 5 1997
• Issue 4 1997
• Issue 3 1997
• Issue 2 1997
• Issue 1 1997
• Issue 6 1996
• Issue 3 1996
• Issue 5 1996
• Issue 4 1996
• Issue 2 1996
• Issue 1 1996
• Issue 5 1995
• Issue 4 1995
• Issue 3 1995
• Issue 2 1995
• Issue 1 1995
• Issue 4 1994
• Issue 3 1994
• Issue 2 1994
• Issue 1 1994
• Issue 4 1993
• Issue 3 1993
• Issue 2 1993
• Issue 1 1993
• Issue 2 1992
• Issue 4 1992
• Issue 3 1992
• Issue 1 1992

Brand transgressions in advertising related to diversity, equity and inclusion: implications for consumer–brand relationships

Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these…

Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework

Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects…

Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation

The purpose of this paper is to examine the consumer response to brands offering gendered product differentiation (i.e. products “for her” or “for him”).

Revisiting consumer responses in situational animosity: a reference group perspective

This study aims to investigate the role of interpersonal influence on consumer purchase decisions regarding foreign products, specifically by exploring consumers’ social reaction…

Exploring the holistic nature of a multi-level retail brand: a scoping review

Given that existing retail brand research tends to treat each level of a retail brand as a separate concept, this paper aims to unveil the holistic nature of a multi-level retail…

Consumer and brand value formation, value creation and co-creation in social media brand communities

Social media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a…

Consumer-brand heuristics in luxury hotel reviews

This paper aims to evaluate and structure the basic heuristics consumers use in evaluating word-of-mouth (WOM) about luxury hotel brands while analyzing the impact of deception in…

The role of brand gratitude in consumer relationships with cool brands

This study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on…

Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis

In an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during…

Online date, start – end:

Copyright holder:, open access:, merged from:.

• Dr Cleopatra Veloutsou

Further Information

• About the journal (opens new window)
• Purchase information (opens new window)
• Editorial team (opens new window)
• Write for this journal (opens new window)

We’re listening — tell us what you think

Something didn’t work….

Report bugs here

All feedback is valuable

Please share your general feedback

Join us on our journey

Platform update page.

Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

Questions & More Information

Answers to the most commonly asked questions here

Volumes and issues

Volume 31 january - march 2024.

Special Issue: Brands and Activism

• January 2024, issue 1

Volume 30 January - November 2023

• November 2023, issue 6
• September 2023, issue 5
• July 2023, issue 4
• May 2023, issue 3

Special edition: Corporate Heritage Brand Design

• January 2023, issue 1

Volume 29 January - November 2022

Special Issue: Brand Management and Sustainability

• September 2022, issue 5
• July 2022, issue 4
• May 2022, issue 3
• March 2022, issue 2
• January 2022, issue 1

Volume 28 January - November 2021

• November 2021, issue 6
• September 2021, issue 5
• July 2021, issue 4
• May 2021, issue 3
• March 2021, issue 2
• January 2021, issue 1

Volume 27 January - November 2020

• November 2020, issue 6
• September 2020, issue 5
• July 2020, issue 4
• May 2020, issue 3
• March 2020, issue 2
• January 2020, issue 1

Volume 26 January - November 2019

• November 2019, issue 6
• September 2019, issue 5
• July 2019, issue 4
• May 2019, issue 3
• March 2019, issue 2

Corporate social responsibility and brands

Volume 25 January - November 2018

• November 2018, issue 6

Luxury Brand-Building

• July 2018, issue 4

Internal Brand Management

• March 2018, issue 2

Brands that do Good

Volume 24 January - November 2017

• November 2017, issue 6
• October 2017, issue 5

Harnessing the power of brand and co-created innovation

• May 2017, issue 3
• March 2017, issue 2
• January 2017, issue 1

Volume 23 January - November 2016

• November 2016, issue 6
• September 2016, issue 5
• July 2016, issue 4
• May 2016, issue 3
• March 2016, issue 2

Special Issue: 17th International Corporate Identity Group (ICIG) symposium

Volume 22 January - December 2015

• December 2015, issue 9
• October 2015, issue 8
• September 2015, issue 7
• August 2015, issue 6

Special Issue: Corporate heritage, corporate heritage brands, and organisational heritage

• May 2015, issue 4

Special Issue: Development and management of brands in China

• February 2015, issue 2
• January 2015, issue 1

Volume 21 January - December 2014

Special Issue: Future Challenges and Opportunities in Brand Management

• November 2014, issue 7-8
• August 2014, issue 6

Special Issue: Consumer Brand Relationships

• May 2014, issue 4
• April 2014, issue 3
• February 2014, issue 2
• January 2014, issue 1

Volume 20 October 2012 - November 2013

Special Issue: Corporate brand management – A leadership perspective

• September 2013, issue 8
• July 2013, issue 7
• June 2013, issue 6
• April 2013, issue 5
• February 2013, issue 4

Special Issue: Branding non-profit and commercial partnerships

Special Issue: New World of Brand

• October 2012, issue 1

Volume 19 September 2011 - August 2012

• August 2012, issue 9
• June 2012, issue 8

Special Issue: Luxury and Counterfeiting: Issues, Challenges and Prospects

• April 2012, issue 6
• February 2012, issue 5
• January 2012, issue 4

Special Issue: Corporate Branding in a Turbulent Environment

• October 2011, issue 2

Special Issue: Digital and Virtual World Research on Brands and Marketing Development

Volume 18 September 2010 - August 2011

Special Issue: Conscientious Brands

• June 2011, issue 8

Special Issue: Thinking Unconsciously and Consumer Brand Beliefs, Attitude, Preferences and Behavior

• April 2011, issue 6

Special Issue: Branding Across Industries in the European and Mediterranean Region

• December 2010, issue 3
• October 2010, issue 2
• September 2010, issue 1

Volume 17 September 2009 - July 2010

Special Issue: Brand Governance

• June 2010, issue 7
• April 2010, issue 6
• March 2010, issue 5
• January 2010, issue 4
• December 2009, issue 3
• October 2009, issue 2

Special Issue: Brand Valuation

Volume 16 August 2008 - July 2009

• July 2009, issue 8
• June 2009, issue 7

Special Issue: Luxury Brands

• January 2009, issue 4
• December 2008, issue 3
• August 2008, issue 1-2

Volume 15 September 2007 - June 2008

Special Issue: Brand Building and Buying Behaviour in Asia

• May 2008, issue 5
• March 2008, issue 4
• January 2008, issue 3

Special Issue: Brand management and the customer experience

Special Issue: Corporate marketing and the branding of the organisation

Volume 14 September 2006 - July 2007

• July 2007, issue 6
• May 2007, issue 5

Special Issue: The impact of personality and gender on branding decisions

• February 2007, issue 3

Special Issue: Corporate Branding, Identity and Communications

Volume 13 October 2005 - July 2006

• July 2006, issue 6
• April 2006, issue 4-5
• February 2006, issue 3
• November 2005, issue 2
• October 2005, issue 1

Volume 12 September 2004 - August 2005

• August 2005, issue 6
• June 2005, issue 5
• April 2005, issue 4
• February 2005, issue 3
• November 2004, issue 2
• September 2004, issue 1

Volume 11 September 2003 - July 2004

• July 2004, issue 6
• May 2004, issue 5
• April 2004, issue 4
• February 2004, issue 3
• November 2003, issue 2
• September 2003, issue 1

Volume 10 September 2002 - August 2003

• August 2003, issue 6
• May 2003, issue 4
• February 2003, issue 3
• November 2002, issue 2
• September 2002, issue 1

Volume 9 September 2001 - July 2002

• July 2002, issue 6
• April 2002, issue 4
• January 2002, issue 3
• November 2001, issue 2
• September 2001, issue 1

Volume 8 September 2000 - July 2001

• July 2001, issue 6
• May 2001, issue 4
• February 2001, issue 3
• November 2000, issue 2
• September 2000, issue 1

Volume 7 September 1999 - August 2000

• August 2000, issue 6
• May 2000, issue 5
• March 2000, issue 4
• January 2000, issue 3
• November 1999, issue 2
• September 1999, issue 1

Volume 6 September 1998 - July 1999

• July 1999, issue 6
• May 1999, issue 5
• March 1999, issue 4
• January 1999, issue 3
• November 1998, issue 2
• September 1998, issue 1

Volume 5 September 1997 - July 1998

• July 1998, issue 6
• May 1998, issue 5
• March 1998, issue 4
• January 1998, issue 3
• November 1997, issue 2
• September 1997, issue 1

Volume 4 August 1996 - June 1997

• June 1997, issue 6
• April 1997, issue 5
• February 1997, issue 4
• December 1996, issue 3
• October 1996, issue 2
• August 1996, issue 1

Volume 3 August 1995 - June 1996

• June 1996, issue 6
• April 1996, issue 5
• February 1996, issue 4
• December 1995, issue 3
• October 1995, issue 2
• August 1995, issue 1

Volume 2 August 1994 - June 1995

• June 1995, issue 6
• April 1995, issue 5
• March 1995, issue 4
• December 1994, issue 3
• October 1994, issue 2
• August 1994, issue 1

Volume 1 June 1993 - June 1994

• June 1994, issue 6
• April 1994, issue 5
• February 1994, issue 4
• December 1993, issue 3
• October 1993, issue 2
• June 1993, issue 1

For authors

• Find a journal
• Publish with us
• Track your research

Academia.edu no longer supports Internet Explorer.

To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to  upgrade your browser .

Enter the email address you signed up with and we'll email you a reset link.

• We're Hiring!
• Help Center

Brand Management: Research, theory and practice

Related Papers

esther Wanjiku kago

This article uses theoretical models in earlier researches on Brand consumer relationships. Brand Relationship theory has created interest in the past, leading to development of a body or research and theory in support of the concepts. Most of the research has concentrated on the brand personality and little has been done on the other variables This paper looks at branding perspectives and emerging trends in branding. It identifies three key constructs as Brand outcomes; Brand Identity, Brand Personality and Brand commitment and recommends further research on their causal relationship and Brand consumer Relationship.

Catherine Da Silveira

This article appeared in a journal published by Elsevier. The attached copy is furnished to the author for internal non-commercial research and education use, including for instruction at the authors institution and sharing with colleagues. Other uses, including reproduction and distribution, or selling or licensing copies, or posting to personal, institutional or third party websites are prohibited. In most cases authors are permitted to post their version of the article (e.g. in Word or Tex form) to their personal website or institutional repository. Authors requiring further information regarding Elsevier's archiving and manuscript policies are encouraged to visit: http://www.elsevier.com/copyright Brand management Consumer–brand relationship Brand identity definitions predominately take a unilateral and aspirational perspective—what managers want the brand to be—while emphasizing the need for stability over time. The increasingly dynamic environment and the rising role of consumers as co-contributors to brand construction and development demand rethinking this perspective. This paper seeks to advance the established conceptualization of brand identity by revising the definition and proposing brand identity as dynamic, constructed over time through mutually influencing inputs from managers and other social constituents (e.g., consumers). Drawing on a seminal definition from the field of sociology, underpinning the socially constructed nature of identity, the authors propose an innovative managerial framework that challenges established approaches of brand identity, within the new market context.

RANJITHA G P

Purpose – The purposes of the paper are, First, based on the extant categorization of brand conceptualizations the paper classifies the brand concepts under firm perspective, consumer perspective and adds a new perspective 'stakeholder perspective'. Second, the paper reviews and synthesizes the empirical research in branding in the period from 2006 to 2014, identifies the emerging research areas in branding, synthesizes the research findings, as well as future research directions.

Charita Jashi

Andrea Hemetsberger

Nugzar Todua , Charita Jashi

Journal of Business Research

Minas Kastanakis

Stephanie O'Donohoe

Bradley J Wilson

Chris Dubelaar

RELATED PAPERS

Alvaro Dias

Journal of Product and Brand Management

Professor Dimitrios Buhalis

Journal of Marketing

Alina Sorescu

A. Hampf , Kirsti Lindberg-Repo

Journal of Media Business Studies

Johanna Moisander , Saara Bange

Keti Ventura

The New Knowledge Globalization Era: Future …

The New Knowledge Globalization Era: Future Trends …

Felicia Miller , Chris Allen

Melea Press

Lionel SITZ

Eugenia Tzoumaka

maria yuliastuti

2012 AMA Educators’ Proceedings: Marketing in the Socially-Networked World: Challenges of Emerging, Stagnant, and Resurgent Markets

Nicole Cunningham

International Journal of Marketing Studies

cesare amatulli

Syeda Jafri

Enhancing Knowledge Development in Marketing

Avinandan Mukherjee

Ladan Ladan

Proceedings of the Australia and New Zealand Marketing Academy 2018 Conference

Nguyen Hoang SINH

Frankie Balboa

Wasko/The Handbook of Political Economy of Communications

John Sinclair

Advances in Social Science, Education and Humanities Research

Diekola Akanmu

Sherly LiBiicy II

Finola Kerrigan , Chloe Preece

Antonio Hyder

Jonathan Schroeder

Samuel Maina

Alexis Chapman

Journal of the Academy of Marketing Science

Stephen L Vargo

Adil Mehmood

Chiara D'Andrea

Jonathan A J Wilson

Tshegofatso Choeu

Dominic Appiah. PhD, SFHEA, CMBE , Wilson Ozuem

shuting song

Carl Jon Way Ng

RELATED TOPICS

•   We're Hiring!
•   Help Center
• Find new research papers in:
• Health Sciences
• Earth Sciences
• Cognitive Science
• Mathematics
• Computer Science
• Academia ©2024