Bibliometric Overview of Trends in Contemporary Brand Management
Contemporary brand management theory is fragmented. On the one hand, this is very natural as the plurality of approaches is vital for constructive dialogue between scientists, but on the other hand, excessive diversity in theory causes confusion of marketing managers and disengagement of main topics...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2020-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2020/02/shsconf_glob2020_01012.pdf |
| _version_ | 1818644349645225984 |
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| author | Kliestikova Jana Kovacova Maria |
| author_facet | Kliestikova Jana Kovacova Maria |
| author_sort | Kliestikova Jana |
| collection | DOAJ |
| description | Contemporary brand management theory is fragmented. On the one hand, this is very natural as the plurality of approaches is vital for constructive dialogue between scientists, but on the other hand, excessive diversity in theory causes confusion of marketing managers and disengagement of main topics in scope of brand value building and management. This fact can be considered as a significant barrier in development of branding practice. It is because of the challenges in implementation of current trends which are hard to be identified and coordinated so the synergic effect could be reached. We assume, that systemization of scientific literature is eligible to remove this handicap. From methodological point of view, it has been used VOSviewer as a basic research platform. It is a software tool for constructing and visualizing bibliometric networks. We have found out, that there are these hot topics in the scope of brand management: 1) brand perception; 2) brand elements; 3) branding; 4) brand community; 5) progressive tools and 6) strategic branding. Based on these finding, it is possible to focus on main trends in contemporary scientific literature dedicated to the issue of brand value building and managing and to identify current trends in more effective way. |
| first_indexed | 2024-12-17T00:13:26Z |
| format | Article |
| id | doaj.art-52f2dddb6fea44d3bbeffa054c6db1f3 |
| institution | Directory Open Access Journal |
| issn | 2261-2424 |
| language | English |
| last_indexed | 2024-12-17T00:13:26Z |
| publishDate | 2020-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj.art-52f2dddb6fea44d3bbeffa054c6db1f32022-12-21T22:10:45ZengEDP SciencesSHS Web of Conferences2261-24242020-01-01740101210.1051/shsconf/20207401012shsconf_glob2020_01012Bibliometric Overview of Trends in Contemporary Brand ManagementKliestikova Jana0Kovacova Maria1University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of EconomicsUniversity of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of EconomicsContemporary brand management theory is fragmented. On the one hand, this is very natural as the plurality of approaches is vital for constructive dialogue between scientists, but on the other hand, excessive diversity in theory causes confusion of marketing managers and disengagement of main topics in scope of brand value building and management. This fact can be considered as a significant barrier in development of branding practice. It is because of the challenges in implementation of current trends which are hard to be identified and coordinated so the synergic effect could be reached. We assume, that systemization of scientific literature is eligible to remove this handicap. From methodological point of view, it has been used VOSviewer as a basic research platform. It is a software tool for constructing and visualizing bibliometric networks. We have found out, that there are these hot topics in the scope of brand management: 1) brand perception; 2) brand elements; 3) branding; 4) brand community; 5) progressive tools and 6) strategic branding. Based on these finding, it is possible to focus on main trends in contemporary scientific literature dedicated to the issue of brand value building and managing and to identify current trends in more effective way.https://www.shs-conferences.org/articles/shsconf/pdf/2020/02/shsconf_glob2020_01012.pdf |
| spellingShingle | Kliestikova Jana Kovacova Maria Bibliometric Overview of Trends in Contemporary Brand Management SHS Web of Conferences |
| title | Bibliometric Overview of Trends in Contemporary Brand Management |
| title_full | Bibliometric Overview of Trends in Contemporary Brand Management |
| title_fullStr | Bibliometric Overview of Trends in Contemporary Brand Management |
| title_full_unstemmed | Bibliometric Overview of Trends in Contemporary Brand Management |
| title_short | Bibliometric Overview of Trends in Contemporary Brand Management |
| title_sort | bibliometric overview of trends in contemporary brand management |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2020/02/shsconf_glob2020_01012.pdf |
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