A Research Agenda for Brand Management in a New Era of Consumerism

Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation. ©The authors © Edward Elgar Publishing.

Introducing A Research Agenda for Brand Management in a New Era of Consumerism -- PART I Foundations of brand management research -- 1 Design-led brand management: a new territory -- 2 The emergence and evolution of corporate branding -- 3 Brand architecture: a literature review and future research directions -- 4 How does brand equity work? A review of theory and a research agenda -- 5 Brand value co-creation: field emergence, applications, measurement and future research directions -- 6 Consumer responses to branding -- 7 A roadmap of brand experience -- 8 Reflections on brand communities academic research -- 9 A theoretical framework exploring three foundational benefits of brand attachment -- 10 The coming of age of internal brand management research: looking back to look forward
PART II Special interest branding research -- 11 B2B branding: a review and research agenda for turbulent times -- 12 Destination branding -- 13 Third-party employment branding: current status and future directions -- 14 Building brands for nonprofit organisations: a review of current themes and future research directions -- 15 Luxury brand research: four decades of innovation