A research agenda for brand management in a new era of consumerism

edited by Ceridwyn King (White Lodging Services Head and Professor, White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management, Purdue University, US) and Enrique Murillo (Professor of Marketing, Facultad de Ciencias Económicas y Empresariales, Universidad Panamericana, Mexico)

"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"--

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Year of publication:	2023
Other Persons:	King, Ceridwyn (ed.) ; Murillo, Enrique (ed.)
Institutions:	Edward Elgar Publishing (publisher)
Publisher:	Cheltenham, UK : Edward Elgar Publishing
Subject:	Brand Management \| Brand Awareness \| Brand Loyalty \| Brand Equity \| Brand Design \| Brand Strategy \| Markenführung \| Brand management \| Konsumentenverhalten \| Consumer behaviour \| Markenartikel \| Brand \| Markenimage \| Brand image \| Beziehungsmarketing \| Relationship marketing

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Extent:	1 Online-Ressource (316 pages)
Series:	Elgar research agendas
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Aufsatzsammlung
Language:	English
Notes:	Includes bibliographical references and index Contents: Introducing a research agenda for brand management in a new era of consumerism / Enrique Murillo and Ceridwyn King -- Part I. Foundations of brand management research -- 1. Design-led brand management: A new territory / Catarina Lelis, Beatriz Itzel Cruz-Megchun and Yujia Huang -- 2. The emergence and evolution of corporate branding / Nicholas Ind -- 3. Brand architecture: A literature review and future research directions / M. Berk Talay, M. Billur Akdeniz and Janell D. Townsend -- 4. How does brand equity work? A review of theory and a research agenda / 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 / Michela Mingione and Samuel Kristal -- 6. Consumer responses to branding / Kevin Kam Fung So, Jing Li and Hyunsu Kim -- 7. A roadmap of brand experience / Lia Zarantonello and Daniela Andreini -- 8. Reflections on brand communities academic research / Cleopatra Veloutsou -- 9. A theoretical framework exploring three foundational benefits of brand attachment / 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 / Ceridwyn King, Enrique Murillo and Lina Xiong -- Part II. Special interest branding research -- 11. B2b branding: A review and research agenda for turbulent times / Susan M. Mudambi -- 12. Destination branding / Asli D.A. Tasci and Ady Milman -- 13. Third-party employment branding: Current status and future directions / Filip Lievens, Mukta Srivastava and Gordhan K. Saini -- 14. Building brands for nonprofit organisations: A review of current themes and future research directions / Zoe Lee -- 15. Luxury brand research: Four decades of innovation / Charles Aaron Lawry -- Index.
ISBN:	978-1-80392-551-6 ; 978-1-80392-550-9
Other identifiers:	10.4337/9781803925516 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014372517