Do brands compete or coexist? A response to the responses
Purpose: This paper aims to respond to the responses made by Aaker, Keller and Tellis to “Do brands compete or coexist? How persistence of brand loyalty segments the market”. Design/methodology/approach: This paper is a response to the comments of Aaker, Keller and Tellis. Findings: The paper finds the comments by Aaker, Keller and Tellis recognize the role of innovation for mature brands to maintain relevance and, by extension, loyalty. Research limitations/implications: Scholars are encouraged to question conventional wisdom (such as brands compete head-to-head) and build their case for important ideas with strong arguments. Originality/value: This paper suggests that only through innovation can mature brands hold on to loyal customers. Becoming the relevant brand in a given product space is challenging, but possible through evolutionary and revolutionary innovation of the brand architecture.
Year of publication: |
2019
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Authors: | Koschmann, Anthony ; Sheth, Jagdish |
Published in: |
European Journal of Marketing. - Emerald, ISSN 0309-0566, ZDB-ID 2002936-6. - Vol. 53.2019, 1 (07.01.), p. 31-36
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Publisher: |
Emerald |
Saved in:
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