Trends of organizational branding strategies- systematic review and research agendas
Branding is among the activities that seek new ways to balance competition in the business environment to sustain organizational competitive advantage. Hence, this study aims to identify how the concept has been considered in the literature and its evolution in the marketing literature. To achieve...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Master Program in Economics, Graduate Program of Universitas Jambi
2022-02-01
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| Series: | Jurnal Perspektif Pembiayaan dan Pembangunan Daerah |
| Subjects: | |
| Online Access: | http://online-journal.unja.ac.id/JES/article/view/15294 |
| _version_ | 1818471093998977024 |
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| author | Debebe Alemu Shimelis Zewdie |
| author_facet | Debebe Alemu Shimelis Zewdie |
| author_sort | Debebe Alemu |
| collection | DOAJ |
| description |
Branding is among the activities that seek new ways to balance competition in the business environment to sustain organizational competitive advantage. Hence, this study aims to identify how the concept has been considered in the literature and its evolution in the marketing literature. To achieve the objectives of the systematic study review was conducted from 2010 to 2021 years and identified 98 articles. The collected data were documented in Microsoft Word and retained in Mendeley referencing software. The study revealed that brand and product management lacks conceptual clarity, which influences their measurement and subsequently their management. The review also demonstrates as economic, identity, consumer-based, personality, relational, community, cultural, and sensory approaches, respectively, are the respective evolutions of the concepts.
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| first_indexed | 2024-04-13T21:46:20Z |
| format | Article |
| id | doaj.art-680089b4958c433481a2ca1838d9bc9b |
| institution | Directory Open Access Journal |
| issn | 2338-4603 2355-8520 |
| language | English |
| last_indexed | 2024-04-13T21:46:20Z |
| publishDate | 2022-02-01 |
| publisher | Master Program in Economics, Graduate Program of Universitas Jambi |
| record_format | Article |
| series | Jurnal Perspektif Pembiayaan dan Pembangunan Daerah |
| spelling | doaj.art-680089b4958c433481a2ca1838d9bc9b2022-12-22T02:28:34ZengMaster Program in Economics, Graduate Program of Universitas JambiJurnal Perspektif Pembiayaan dan Pembangunan Daerah2338-46032355-85202022-02-019610.22437/ppd.v9i6.15294Trends of organizational branding strategies- systematic review and research agendasDebebe Alemu0Shimelis Zewdie1Management Department, Business and Economics College, Jimma University, EthiopiaManagement Department, Business and Economics College, Jimma University, Ethiopia Branding is among the activities that seek new ways to balance competition in the business environment to sustain organizational competitive advantage. Hence, this study aims to identify how the concept has been considered in the literature and its evolution in the marketing literature. To achieve the objectives of the systematic study review was conducted from 2010 to 2021 years and identified 98 articles. The collected data were documented in Microsoft Word and retained in Mendeley referencing software. The study revealed that brand and product management lacks conceptual clarity, which influences their measurement and subsequently their management. The review also demonstrates as economic, identity, consumer-based, personality, relational, community, cultural, and sensory approaches, respectively, are the respective evolutions of the concepts. http://online-journal.unja.ac.id/JES/article/view/15294BrandingBrand managementBrand strategiesSystematic review |
| spellingShingle | Debebe Alemu Shimelis Zewdie Trends of organizational branding strategies- systematic review and research agendas Jurnal Perspektif Pembiayaan dan Pembangunan Daerah Branding Brand management Brand strategies Systematic review |
| title | Trends of organizational branding strategies- systematic review and research agendas |
| title_full | Trends of organizational branding strategies- systematic review and research agendas |
| title_fullStr | Trends of organizational branding strategies- systematic review and research agendas |
| title_full_unstemmed | Trends of organizational branding strategies- systematic review and research agendas |
| title_short | Trends of organizational branding strategies- systematic review and research agendas |
| title_sort | trends of organizational branding strategies systematic review and research agendas |
| topic | Branding Brand management Brand strategies Systematic review |
| url | http://online-journal.unja.ac.id/JES/article/view/15294 |
| work_keys_str_mv | AT debebealemu trendsoforganizationalbrandingstrategiessystematicreviewandresearchagendas AT shimeliszewdie trendsoforganizationalbrandingstrategiessystematicreviewandresearchagendas |