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Mind the Gap: Exploring the Relevance of Brand Management Research for Practice

In: Forum Markenforschung 2021

Author

Listed:
  • Jörn Redler

    (Hochschule Mainz)

  • Holger J. Schmidt

    (Hochschule Koblenz)

Abstract

Brand scholars have devoted certain attention to distinguishing brand management schools. This qualitative study aims to explore whether the brand schools identified in research are also perceived by brand practitioners. We also analyse managers’ engagements to keep up with recent developments in branding theory. The results generally support other findings on existing theory-practise gaps. The data indicate that there is no awareness about different brand management schools within the group of managers. Regarding their individual lifelong learning, brand managers do not report any systematic initiatives to connect to brand theory or research; managers do not have an expectation about learning from current brand research. Implications for further research and management are discussed.

Suggested Citation

  • Jörn Redler & Holger J. Schmidt, 2023. "Mind the Gap: Exploring the Relevance of Brand Management Research for Practice," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 29-46, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39568-1_3
    DOI: 10.1007/978-3-658-39568-1_3
    as

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