The Illusion of Brand Control: An Integrative Review

Alfonso Siano (), Agostino Vollero () and Alessandra Bertolini ()
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Alfonso Siano: University of Salerno
Agostino Vollero: University of Salerno
Alessandra Bertolini: University of Salerno

A chapter in Advances in National Brand and Private Label Marketing, 2022, pp 98-105 from Springer

Abstract: Abstract In today's hyperconnected environments, stakeholders have gained great power in shaping brands. In light of the stakeholder-empowered contexts, managers seem to have to accept ceding control over the brand to stakeholders. The proposed integrative review is aimed to provide a conceptualization of the illusion of brand control, which can be defined as a misconception that managers are the only “master of the game” in brand management. The proposed conceptualization can hopefully be a starting point to guide further research on branding, towards formalizing branding strategies that can be implemented by brand managers in response to gradual stakeholder takeover of the brand. In this regard, the paper will provide managerial implications and suggestions for future research.

Keywords: Brand; Brand control; Loss of brand control (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-06581-1_13

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DOI: 10.1007/978-3-031-06581-1_13

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