Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/29400
Author(s): | Loureiro, S. M. C. |
Date: | 2023 |
Title: | Overview of the brand journey and opportunities for future studies |
Journal title: | Italian Journal of Marketing |
Volume: | 2023 |
Number: | 2 |
Pages: | 179 - 206 |
Reference: | Loureiro, S. M. C. (2023). Overview of the brand journey and opportunities for future studies. Overview of the brand journey and opportunities for future studies, 2, 179-206. https://dx.doi.org/10.1007/s43039-023-00069-0 |
ISSN: | 2662-3323 |
DOI (Digital Object Identifier): | 10.1007/s43039-023-00069-0 |
Keywords: | Brand Identifcation Connection Symbolism Integration Behavioral |
Abstract: | With this study, brand managers can have an overview of the major concepts and characteristics of brands over time, while academics receive a mapping of the most analyzed topics and suggestions for future research. Based on the documents published in Scopus and Web of Science databases using the word “brand”, this article aims to provide an overview of the brands and suggest opportunities for future research. Text mining clustering allowed the processing of a large amount of information and organized the first overview of the concepts that have been studied. Thus, first, we examine the existing definitions of a brand. Then, we provide a historical perspective of the topics associated with brand constructs and their associations and present a framework for the psychological characteristics of the branding process. Finally, we present the future trends. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Files in This Item:
File | Size | Format | |
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article_98071.pdf | 1,25 MB | Adobe PDF | View/Open |
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