Journal of Product and Brand Management

Scope & Guideline

Uncovering the secrets of successful branding and marketing.

Introduction

Welcome to your portal for understanding Journal of Product and Brand Management, featuring guidelines for its aims and scope. Our guidelines cover trending and emerging topics, identifying the forefront of research. Additionally, we track declining topics, offering insights into areas experiencing reduced scholarly attention. Key highlights include highly cited topics and recently published papers, curated within these guidelines to assist you in navigating influential academic dialogues.
LanguageEnglish
ISSN1061-0421
PublisherEMERALD GROUP PUBLISHING LTD
Support Open AccessNo
CountryUnited Kingdom
TypeJournal
Convergefrom 1992 to 2024
AbbreviationJ PROD BRAND MANAG / J. Prod. Brand Manag.
Frequency7 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
AddressFloor 5, Northspring 21-23 Wellington Street, Leeds, W YORKSHIRE LS1 4DL, ENGLAND

Aims and Scopes

The Journal of Product and Brand Management focuses on advancing knowledge in the fields of branding and product management, exploring the complex interactions between consumers and brands across various contexts. The journal emphasizes empirical research and theoretical contributions that provide insights into brand equity, consumer behavior, and strategic branding practices.
  1. Brand Management and Strategy:
    Research in this area explores how brands are built, managed, and positioned in the market. It includes studies on brand equity, brand loyalty, and the impact of branding strategies on consumer perceptions.
  2. Consumer Behavior and Brand Relationships:
    This scope examines how consumers interact with brands, including their emotional connections, brand love, and the influence of brand narratives on consumer decisions.
  3. Sustainability and Corporate Social Responsibility (CSR):
    The journal increasingly addresses themes of sustainability and ethical branding, focusing on how CSR initiatives influence brand reputation and consumer trust.
  4. Digital and Social Media Branding:
    Research on the impact of social media and digital technologies on brand communication, consumer engagement, and the effectiveness of influencer marketing.
  5. Cultural and Contextual Branding:
    Investigations into how cultural factors and context affect brand perception and consumer behavior, including cross-cultural studies and the role of nostalgia in branding.
  6. Innovative Branding Practices:
    Emerging methodologies and innovative practices in branding, such as gamification, augmented reality, and experiential marketing strategies.
The Journal of Product and Brand Management has identified several trending and emerging themes that reflect current shifts in consumer behavior, technology, and branding practices. These themes indicate where the field is heading and highlight areas of growing importance for researchers and practitioners alike.
  1. Sustainability and Ethical Branding:
    An increasing focus on sustainability and ethical considerations in branding is evident, with research examining how brands can authentically engage in CSR and the impact of sustainable practices on brand loyalty.
  2. Digital Transformation in Branding:
    The integration of digital technologies and social media into branding strategies is a central theme, exploring how brands can leverage online platforms for engagement and storytelling.
  3. Consumer-Centric Brand Experiences:
    There is a notable trend towards understanding and enhancing consumer experiences with brands, emphasizing the importance of emotional connections and personalized interactions.
  4. Influencer Marketing Dynamics:
    Research on the effectiveness and strategies of influencer marketing continues to grow, examining how influencers shape brand perceptions and consumer behavior across various platforms.
  5. Brand Resilience and Crisis Management:
    Emerging studies focus on how brands navigate crises, including the impact of corporate actions during challenging times and strategies for rebuilding trust and reputation.
  6. The Role of Artificial Intelligence in Branding:
    With the rise of AI technologies, there is an increasing exploration of how AI can be utilized in branding efforts, including chatbots, personalized marketing, and consumer data analysis.

Declining or Waning

While the Journal of Product and Brand Management continues to thrive in various research areas, some themes have shown signs of decline in prominence or frequency of publication. This section highlights these waning scopes, reflecting the evolving interests within the field.
  1. Traditional Branding Models:
    Research focused on classic branding models and theories, such as AIDA (Attention, Interest, Desire, Action), has decreased as scholars increasingly seek to explore more contemporary frameworks that incorporate digital and social media influences.
  2. Branding in Offline Contexts:
    As digital engagement becomes more critical for brands, studies focusing exclusively on traditional offline branding methods and strategies have become less frequent, shifting towards more integrated approaches that include online elements.
  3. Consumer Segmentation Based on Demographics:
    While demographic-based segmentation remains important, there is a noticeable decline in studies relying solely on traditional demographic factors. Instead, there is a growing emphasis on psychographics and behavioral insights.
  4. Static Brand Identity Research:
    Research that focuses on static aspects of brand identity, without considering the dynamic nature of brand interactions in real-time digital environments, has seen reduced interest.
  5. Exclusively Quantitative Approaches:
    There is a diminishing trend in studies that rely solely on quantitative methods, as researchers increasingly adopt mixed-methods approaches to capture the complexity of consumer-brand relationships.

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