Mind the Gap: Exploring the Relevance of Brand Management Research for Practice

Jörn Redler () and Holger J. Schmidt ()
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Jörn Redler: Hochschule Mainz
Holger J. Schmidt: Hochschule Koblenz

A chapter in Forum Markenforschung 2021, 2023, pp 29-46 from Springer

Abstract: Abstract Brand scholars have devoted certain attention to distinguishing brand management schools. This qualitative study aims to explore whether the brand schools identified in research are also perceived by brand practitioners. We also analyse managers’ engagements to keep up with recent developments in branding theory. The results generally support other findings on existing theory-practise gaps. The data indicate that there is no awareness about different brand management schools within the group of managers. Regarding their individual lifelong learning, brand managers do not report any systematic initiatives to connect to brand theory or research; managers do not have an expectation about learning from current brand research. Implications for further research and management are discussed.

Keywords: Brand paradigms; Theory-practise gap; Lifelong learning; Brand research directions (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39568-1_3

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DOI: 10.1007/978-3-658-39568-1_3

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