品牌资产
品牌管理
品牌忠诚度
独创性
营销
现存分类群
忠诚
广告
品牌延伸
品牌知名度
企业品牌
业务
品牌形象
社会学
定性研究
社会科学
生物
进化生物学
作者
Denise Linda Parris,Francisco Guzmán
出处
期刊:Journal of Product & Brand Management
[Emerald (MCB UP)]
日期:2022-09-16
卷期号:32 (2): 191-234
被引量:11
标识
DOI:10.1108/jpbm-06-2021-3528
摘要
Purpose This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the 21st century – brand equity, brand loyalty and brand image – to explore how in these papers they have been defined, measured and examined, and propose how they should move forward in an era where brands are expected to be “socially and socio-politically conscious.” Design/methodology/approach For each concept a systematic literature review is conducted. In doing so, the definitions, antecedents, outcomes and measures for each concept were accessed and synthesized. Findings The systematic literature reviews provide a “state-of-the-art” snapshot of each concept and collectively demonstrate there is no consensus on the independence and interdependence of these dynamic multidimensional concepts. Based on the recommended process in the measurement literature, an evolved definition of each concept is proposed. In addition to the corresponding research directions presented in the moving forward sections of each systematic literature review, common research avenues emerged. Originality/value This paper acknowledges these three branding concepts as dynamic (i.e. evolving over time), systemically reviews and synthesizes the extant literature, and provides a path forward to defining, measuring and exploring brand equity, brand loyalty and brand image in the present era where brands are expected to be socially and socio-politically conscious with responsibilities to the planet, people and profit.
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