The past, present, and future of brand research

Autor:	Donald R. Lehmann, Scott A. Neslin, Kevin Lane Keller, Travis Tae Oh, David J. Reibstein
Rok vydání:	2020
Předmět:	Marketing Economics and Econometrics Vocabulary business.industry media_common.quotation_subject Research methodology 05 social sciences Perspective (graphical) Individual level 050105 experimental psychology Political science 0502 economics and business 050211 marketing 0501 psychology and cognitive sciences Brand equity Business and International Management Internet of Things business Period (music) media_common
Zdroj:	Marketing Letters. 31:151-162
ISSN:	1573-059X 0923-0645
DOI:	10.1007/s11002-020-09524-w
Popis:	This article discusses the past, present, and future of brand research. We begin by reviewing three historical eras of branding development in the past: the information, attribute, and brand equity eras. Each era is marked by an emphasis on a particular concept of brands and a dominant research methodology during that period. We characterize the present of brand research as the branding era, in which brands have become part of the everyday vocabulary, and the concept of “branding” has been embraced by all types of organizations and people. Finally, we share our perspective on the future of brand research by discussing three major shifts in the brand landscape, mostly influenced by technological advancements such as IoT and their capacity to collect granular data at the individual level. We anticipate that new, exciting opportunities in brand research will continue to open up at the intersection of brands, technologies, and people.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::5114844cb8e9de5861119f42122934d1 https://doi.org/10.1007/s11002-020-09524-w Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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