Journal of Brand Management

Scope & Guideline

Unveiling the Dynamics of Effective Branding

Introduction

Welcome to the Journal of Brand Management information hub, where our guidelines provide a wealth of knowledge about the journal’s focus and academic contributions. This page includes an extensive look at the aims and scope of Journal of Brand Management, highlighting trending and emerging areas of study. We also examine declining topics to offer insight into academic interest shifts. Our curated list of highly cited topics and recent publications is part of our effort to guide scholars, using these guidelines to stay ahead in their research endeavors.
LanguageEnglish
ISSN1350-231x
PublisherPALGRAVE MACMILLAN LTD
Support Open AccessNo
CountryUnited Kingdom
TypeJournal
Converge2005, from 2008 to 2024
AbbreviationJ BRAND MANAG / J. Brand Manag.
Frequency6 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
AddressBRUNEL RD BLDG, HOUNDMILLS, BASINGSTOKE RG21 6XS, HANTS, ENGLAND

Aims and Scopes

The Journal of Brand Management is dedicated to advancing the understanding of brand management through rigorous research and comprehensive analysis. It focuses on the interplay between brands and consumers, the strategies employed by brands, and the socio-economic implications of branding in various contexts. The journal aims to provide a platform for both theoretical and empirical studies that contribute to the broader discourse on branding.
  1. Brand Equity and Consumer Relationships:
    This area explores how brand equity is built and measured, focusing on consumer relationships, brand loyalty, and emotional connections that consumers form with brands.
  2. Brand Strategy and Management:
    Research in this scope includes brand positioning, brand architecture, and the strategic decisions brands make in response to market dynamics and consumer behavior.
  3. Brand Experience and Engagement:
    This encompasses studies on how consumers engage with brands through various channels, including digital platforms and experiential marketing, assessing the impact on brand perception.
  4. Social and Ethical Dimensions of Branding:
    This theme examines how brands navigate social responsibility, activism, and ethical considerations in their branding strategies and consumer interactions.
  5. Cultural and Contextual Influences on Branding:
    Research focuses on how cultural differences and context shape brand perceptions and consumer behavior, particularly in global markets.
  6. Innovative Branding Techniques:
    This includes investigations into emerging branding practices, such as the use of digital media, influencer marketing, and storytelling in brand communication.
The Journal of Brand Management has been responsive to emerging trends and themes in the branding landscape. Recent publications reflect a shift towards contemporary issues that resonate with current consumer sentiments and technological advancements. This section outlines the trending and emerging themes identified in the journal's recent articles.
  1. Brand Activism and Social Responsibility:
    A significant increase in studies examining the role of brands in social movements and their responsibilities towards societal issues highlights a growing trend towards activism in branding.
  2. Digital Engagement and Technology Integration:
    Research focusing on digital platforms, such as social media and immersive technologies, reflects the increasing importance of digital engagement strategies in brand management.
  3. Consumer-Centric Brand Strategies:
    There is a notable trend towards understanding consumer behavior and preferences, emphasizing co-creation, personalization, and the role of consumer emotions in brand relationships.
  4. Sustainability and Ethical Branding:
    Emerging themes around sustainability practices and ethical branding are becoming more prevalent, with brands increasingly held accountable for their environmental and social impact.
  5. Influencer and Community Dynamics:
    The role of social media influencers and brand communities in shaping consumer perceptions and behaviors is gaining attention, reflecting the changing landscape of consumer-brand interactions.

Declining or Waning

While the Journal of Brand Management has maintained a robust focus on various aspects of branding, certain themes have shown signs of declining prominence in recent publications. This section highlights those areas that appear to be waning in frequency or relevance.
  1. Traditional Branding Models:
    There has been a noticeable decline in research focusing on classic branding theories and models, as newer, more dynamic frameworks that account for digital transformation and consumer behavior changes are gaining traction.
  2. Static Brand Identity Studies:
    Research that emphasizes a static view of brand identity without considering the evolving nature of consumer interactions and market changes is becoming less common.
  3. Overly Broad Brand Metrics:
    Studies that rely on generic metrics for measuring brand success, without context-specific adaptations, are less frequent as scholars seek more nuanced and tailored approaches.
  4. Nostalgia Marketing:
    Although nostalgia marketing has been a popular topic, recent publications suggest a shift towards more contemporary themes, indicating a decline in interest in this area as brands evolve.
  5. Luxury Branding Exclusivity:
    Research focused solely on the exclusivity of luxury brands is diminishing as discussions increasingly incorporate accessibility, sustainability, and consumer empowerment.

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