Description
Book SynopsisElgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary.
Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.
Illustrating the significant depth and breadth of research in brand management, contributors explore both foundational topics and contemporary work in the field. They synthesise diverse approaches to provide a holistic and dynamic understanding of the major areas of brand management. Alongside this theoretical taxonomy of the field, this Research Agenda also examines the application of branding principles and best practices in common business contexts. Chapters analyse cutting-edge developments in brand management research including brand co-creation, conscientious brands, online brand communities, non-profit branding, and internal brand management.
Providing a concise overview of key brand management topics and illustrating important areas for further research, this Research Agenda will be an invaluable resource for doctoral students and scholars in marketing, strategic management, and branding.
Trade Review‘King and Murillo’s edited volume level sets the agenda for advancing our understanding of foundational branding topics including brand experience, brand co-creation, brand design, and brand architecture. These thoughtful contributions will inspire the scholarly work of doctoral students and scholars for years to come.’ -- Susan Fournier, Boston University, US
‘Professors King and Murillo have edited a must-read volume for any researcher interested in the brand management field. The different chapters address the key changes in brand management that are arising as a response to the new consumer demands and provide inspiring avenues for future research.’ -- Oriol Iglesias, ESADE Business School, Spain
Table of ContentsContents: Introducing A Research Agenda for Brand Management in a New Era of Consumerism 1 Enrique Murillo and Ceridwyn King PART I FOUNDATIONS OF BRAND MANAGEMENT RESEARCH 1 Design-led brand management: a new territory 17 Catarina Lelis, Beatriz Itzel Cruz-Megchun and Yujia Huang 2 The emergence and evolution of corporate branding 35 Nicholas Ind 3 Brand architecture: a literature review and future research directions 49 M. Berk Talay, M. Billur Akdeniz and Janell D. Townsend 4 How does brand equity work? A review of theory and a research agenda 73 Salvador del Barrio-García, María Eugenia Rodríguez-López and Álvaro J. Rojas-Lamorena 5 Brand value co-creation: field emergence, applications, measurement and future research directions 89 Michela Mingione and Samuel Kristal 6 Consumer responses to branding 107 Kevin Kam Fung So, Jing Li and Hyunsu Kim 7 A roadmap of brand experience 123 Lia Zarantonello and Daniela Andreini 8 Reflections on brand communities academic research 143 Cleopatra Veloutsou 9 A theoretical framework exploring three foundational benefits of brand attachment 161 Andreas B. Eisingerich, Deborah J. MacInnis, and C. Whan Park 10 The coming of age of internal brand management research: Looking back to look forward 177 Ceridwyn King, Enrique Murillo and Lina Xiong PART II SPECIAL INTEREST BRANDING RESEARCH 11 B2B branding: a review and research agenda for turbulent times 201 Susan M. Mudambi 12 Destination branding 217 Asli D.A. Tasci and Ady Milman 13 Third-party employment branding: current status and future directions 239 Filip Lievens, Mukta Srivastava and Gordhan K. Saini 14 Building brands for nonprofit organisations: a review of current themes and future research directions 257 Zoe Lee 15 Luxury brand research: four decades of innovation 273 Charles Aaron Lawry Index
