Branding Conceptualization and Research: Evolving Understanding and Emerging Research Areas

Ranjitha G.p and Joffi Thomas ()
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Ranjitha G.p: Indian Institute of Management Kozhikode
Joffi Thomas: Indian Institute of Management Kozhikode

No 203, Working papers from Indian Institute of Management Kozhikode

Abstract: Purpose –The paper aims to (i) facilitate an integrative understanding of the various brand conceptualizations in literature and (ii) reviews the empirical research in branding during the period from 2006 to 2014 , identifies emerging research areas and synthesizes the research findings to better comprehend the developments in branding research during the last decade. Design/methodology/approach – In the first part, various brand conceptualizations over time are categorized based on the underlying philosophical basis and consequently the predominant perspective employed namely the firm, customer and the emerging the stakeholder perspective to develop a holistic understanding of the evolution of branding . In the second part empirical research in branding published between 2006 and 2015 in top tier journals which included JM, JMR, JCR, JA, JAR, JR and JAMS were reviewed. Recent reviews in journals focused on branding especially Journal of Brand management as well as Journal of Product and Brand Management were further analyzed to better appreciate the developments in brand research. Findings/ Contribution – The study synthesizes multiple brand conceptualization to facilitate a holistic appreciation of developments in branding concept over time. The conceptualization of brand as culture, experience, co-creation are included under the stakeholder perspective. The study identifies corporate branding, brand community, experience, anthropomorphism, personality, co-creation, sustainable branding as the emerging research areas in branding and draws direction for future research. Research limitations/implications – This review is limited by the database, number of journals and keywords used for the search. Originality/ value - It advances the understanding of the evolution of brand conceptualizations and synthesizes branding research in the last decade to identify direction of future research.

Keywords: Brand conceptualization; Branding; Review (search for similar items in EconPapers)
Pages: 3 pages
Date: 2016-07
New Economics Papers: this item is included in nep-mkt
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