Journal of Product and Brand Management
Scope & Guideline
Shaping the future of brand management through research.
Introduction
Aims and Scopes
- 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. - 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. - 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. - 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. - 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. - Innovative Branding Practices:
Emerging methodologies and innovative practices in branding, such as gamification, augmented reality, and experiential marketing strategies.
Trending and Emerging
- 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. - 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. - 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. - 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. - 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. - 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
- 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. - 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. - 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. - 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. - 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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