IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v31y2020i2d10.1007_s11002-020-09524-w.html
   My bibliography  Save this article

The past, present, and future of brand research

Author

Listed:
  • Travis Tae Oh

    (Columbia University)

  • Kevin Lane Keller

    (Dartmouth College)

  • Scott A. Neslin

    (Dartmouth College)

  • David J. Reibstein

    (Wharton School of the University of Pennsylvania)

  • Donald R. Lehmann

    (Columbia University)

Abstract

This article discusses the past, present, and future of brand research. We begin by reviewing three historical eras of branding development in the past: the information, attribute, and brand equity eras. Each era is marked by an emphasis on a particular concept of brands and a dominant research methodology during that period. We characterize the present of brand research as the branding era, in which brands have become part of the everyday vocabulary, and the concept of “branding” has been embraced by all types of organizations and people. Finally, we share our perspective on the future of brand research by discussing three major shifts in the brand landscape, mostly influenced by technological advancements such as IoT and their capacity to collect granular data at the individual level. We anticipate that new, exciting opportunities in brand research will continue to open up at the intersection of brands, technologies, and people.

Suggested Citation

  • Travis Tae Oh & Kevin Lane Keller & Scott A. Neslin & David J. Reibstein & Donald R. Lehmann, 2020. "The past, present, and future of brand research," Marketing Letters, Springer, vol. 31(2), pages 151-162, September.
    • Handle: RePEc:kap:mktlet:v:31:y:2020:i:2:d:10.1007_s11002-020-09524-w
    DOI: 10.1007/s11002-020-09524-w
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-020-09524-w
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-020-09524-w?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dennis H. Gensch, 1984. "Targeting the Switchable Industrial Customer," Marketing Science, INFORMS, vol. 3(1), pages 41-54.
    2. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    3. Avi Goldfarb & Qiang Lu & Sridhar Moorthy, 2009. "Measuring Brand Value in an Equilibrium Framework," Marketing Science, INFORMS, vol. 28(1), pages 69-86, 01-02.
    4. Hyeongmin Christian Kim & Thomas Kramer, 2015. "Do Materialists Prefer the "Brand-as-Servant"? The Interactive Effect of Anthropomorphized Brand Roles and Materialism on Consumer Responses," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 42(2), pages 284-299.
    5. Aaron M. Garvey & Frank Germann & Lisa E. Bolton, 2016. "Performance Brand Placebos: How Brands Improve Performance and Consumers Take the Credit," Journal of Consumer Research, Oxford University Press, vol. 42(6), pages 931-951.
    6. Peter M. Guadagni & John D. C. Little, 1983. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, INFORMS, vol. 2(3), pages 203-238.
    7. Byung Cheol Lee & Christine Moorman & C. Page Moreau & Andrew T. Stephen & Donald R. Lehmann, 2020. "The past, present, and future of innovation research," Marketing Letters, Springer, vol. 31(2), pages 187-198, September.
    8. Carl Shapiro, 1983. "Premiums for High Quality Products as Returns to Reputations," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 98(4), pages 659-679.
    9. Marcus Cunha Jr. & Mark R. Forehand & Justin W. Angle, 2015. "Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(5), pages 1284-1300.
    10. Maayan S. Malter & Morris B. Holbrook & Barbara E. Kahn & Jeffrey R. Parker & Donald R. Lehmann, 2020. "The past, present, and future of consumer research," Marketing Letters, Springer, vol. 31(2), pages 137-149, September.
    11. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    12. Mitchell J. Lovett & Richard Staelin, 2016. "The Role of Paid, Earned, and Owned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing Enjoyment," Marketing Science, INFORMS, vol. 35(1), pages 142-157, January.
    13. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    14. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    15. Birger Wernerfelt, 1988. "Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond," RAND Journal of Economics, The RAND Corporation, vol. 19(3), pages 458-466, Autumn.
    16. Tülin Erdem & Michael Keane & T. Öncü & Judi Strebel, 2005. "Learning About Computers: An Analysis of Information Search and Technology Choice," Quantitative Marketing and Economics (QME), Springer, vol. 3(3), pages 207-247, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Anderson, Kelley Cours & Laverie, Debra A., 2022. "In the consumers’ eye: A mixed-method approach to understanding how VR-Content influences unbranded product quality perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Yu Ding & Wayne S. DeSarbo & Dominique M. Hanssens & Kamel Jedidi & John G. Lynch & Donald R. Lehmann, 2020. "The past, present, and future of measurement and methods in marketing analysis," Marketing Letters, Springer, vol. 31(2), pages 175-186, September.
    3. Tuğba Yeğin & Muhammad Ikram, 2022. "Performance Evaluation of Green Furniture Brands in the Marketing 4.0 Period: An Integrated MCDM Approach," Sustainability, MDPI, vol. 14(17), pages 1-32, August.
    4. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    5. Allan Cid & Pierre Blanchet & François Robichaud & Nsimba Kinuani, 2022. "A Conceptual Framework for Creating Brand Management Strategies," Businesses, MDPI, vol. 2(4), pages 1-16, December.
    6. Cleopatra Veloutsou, 2023. "Enlightening the brand building–audience response link," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 550-566, November.
    7. Byung Cheol Lee & Christine Moorman & C. Page Moreau & Andrew T. Stephen & Donald R. Lehmann, 2020. "The past, present, and future of innovation research," Marketing Letters, Springer, vol. 31(2), pages 187-198, September.
    8. Osorio, Maria Lucila & Centeno, Edgar & Cambra-Fierro, Jesus, 2023. "An empirical examination of human brand authenticity as a driver of brand love," Journal of Business Research, Elsevier, vol. 165(C).
    9. Quang Bach Tran & Quoc Hoi Le & Hoai Nam Nguyen & Dieu Linh Tran & Thi Thuy Quynh Nguyen & Thi Thanh Thuy Tran, 2021. "The Impact of Brand Equity on Employee’s Opportunistic Behavior: A Case Study on Enterprises in Vietnam," JRFM, MDPI, vol. 14(4), pages 1-12, April.
    10. Tuğba Yeğin & Muhammad Ikram, 2022. "Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach," Sustainability, MDPI, vol. 14(18), pages 1-25, September.
    11. Georgios Filippou & Athanasios G. Georgiadis & Ashish Kumar Jha, 2024. "Establishing the link: Does web traffic from various marketing channels influence direct traffic source purchases?," Marketing Letters, Springer, vol. 35(1), pages 59-71, March.
    12. Siano, Alfonso & Vollero, Agostino & Bertolini, Alessandra, 2022. "From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives," Journal of Business Research, Elsevier, vol. 152(C), pages 372-386.
    13. Branka Dropulic & Zoran Krupka & Goran Vlasic, 2022. "Brand Equity In A Digital Age: Systematic Literature Review," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 31(1), pages 277-302, june.
    14. Allan Cid & Pierre Blanchet & François Robichaud & Nsimba Kinuani, 2023. "A Sectorial Validation and Application of a Conceptual Framework for Creating a Brand Management Strategy," Businesses, MDPI, vol. 3(3), pages 1-17, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yu Ding & Wayne S. DeSarbo & Dominique M. Hanssens & Kamel Jedidi & John G. Lynch & Donald R. Lehmann, 2020. "The past, present, and future of measurement and methods in marketing analysis," Marketing Letters, Springer, vol. 31(2), pages 175-186, September.
    2. Avi Goldfarb & Qiang Lu & Sridhar Moorthy, 2009. "Measuring Brand Value in an Equilibrium Framework," Marketing Science, INFORMS, vol. 28(1), pages 69-86, 01-02.
    3. Vanitha Swaminathan, 2016. "Branding in the digital era: new directions for research on customer-based brand equity," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 33-38, June.
    4. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    5. Golossenko, Artyom & Pillai, Kishore Gopalakrishna & Aroean, Lukman, 2020. "Seeing brands as humans: Development and validation of a brand anthropomorphism scale," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 737-755.
    6. Hauke A. Wetzel & Stefan Hattula & Maik Hammerschmidt & Harald J. Heerde, 2018. "Building and leveraging sports brands: evidence from 50 years of German professional soccer," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 591-611, July.
    7. G Baltas & C Saridakis, 2010. "Measuring brand equity in the car market: a hedonic price analysis," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 61(2), pages 284-293, February.
    8. Desai, Kalpesh Kaushik & Gauri, Dinesh Kumar & Ma, Yu, 2014. "An Empirical Investigation of Composite Product Choice," Journal of Retailing, Elsevier, vol. 90(4), pages 493-510.
    9. de Oliveira, Marta Olivia Rovedder & Silveira, Cleo Schmitt & Luce, Fernando Bins, 2015. "Brand equity estimation model," Journal of Business Research, Elsevier, vol. 68(12), pages 2560-2568.
    10. Ulla A. Saari & Rupert J. Baumgartner & Saku J. Mäkinen, 2017. "Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context," Sustainability, MDPI, vol. 9(7), pages 1-26, July.
    11. Bart J. Bronnenberg & Jean-Pierre H. Dubé, 2016. "The Formation of Consumer Brand Preferences," NBER Working Papers 22691, National Bureau of Economic Research, Inc.
    12. Allan Cid & Pierre Blanchet & François Robichaud & Nsimba Kinuani, 2022. "A Conceptual Framework for Creating Brand Management Strategies," Businesses, MDPI, vol. 2(4), pages 1-16, December.
    13. J. Lucy Lee & Jeffrey D. James, 2015. "Assessing sport brand value through use of the contingent valuation method," Journal of Economic and Financial Studies (JEFS), LAR Center Press, vol. 3(6), pages 33-44, December.
    14. Keyoor Purani & Krishnan Jeesha, 2022. "Community based brand equity as brand culture: advancing brand equity conceptualization for a connected world," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 52-70, June.
    15. Hamzah, Zalfa Laili & Syed Alwi, Sharifah Faridah & Othman, Md Nor, 2014. "Designing corporate brand experience in an online context: A qualitative insight," Journal of Business Research, Elsevier, vol. 67(11), pages 2299-2310.
    16. Maria Ana Vitorino, 2014. "Understanding the Effect of Advertising on Stock Returns and Firm Value: Theory and Evidence from a Structural Model," Management Science, INFORMS, vol. 60(1), pages 227-245, January.
    17. Japutra, Arnold & Molinillo, Sebastian, 2019. "Responsible and active brand personality: On the relationships with brand experience and key relationship constructs," Journal of Business Research, Elsevier, vol. 99(C), pages 464-471.
    18. Katsumata, Sotaro & Nishimoto, Akihiro & Kannan, P.K., 2023. "Brand competitiveness and resilience to exogenous shock: Usage of smartphone apps during the COVID-19 pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    19. Ulla A. Saari & Saku J. Mäkinen, 2017. "Measuring brand experiences cross-nationally," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 86-104, January.
    20. Sally Baalbaki & Francisco Guzmán, 2016. "A consumer-perceived consumer-based brand equity scale," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 229-251, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:31:y:2020:i:2:d:10.1007_s11002-020-09524-w. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.