Journal of Brand Management
Scope & Guideline
Connecting Theory and Practice in Brand Management
Introduction
Aims and Scopes
- 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. - 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. - 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. - 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. - Cultural and Contextual Influences on Branding:
Research focuses on how cultural differences and context shape brand perceptions and consumer behavior, particularly in global markets. - Innovative Branding Techniques:
This includes investigations into emerging branding practices, such as the use of digital media, influencer marketing, and storytelling in brand communication.
Trending and Emerging
- 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. - 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. - 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. - 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. - 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
- 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. - 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. - 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. - 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. - 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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