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Overview of the brand journey and opportunities for future studies

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Bibliographic Details
Main Author: Sandra Maria Correia, Loureiro
Format: Book
Language:English
Published: Springer 2023
Subjects:
opportunities for future studies
Online Access:https://link.springer.com/article/10.1007/s43039-023-00069-0
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8442
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spelling oai:localhost:PNK-84422023-05-12T01:58:11Z Overview of the brand journey and opportunities for future studies Sandra Maria Correia, Loureiro opportunities for future studies CC BY With this study, brand managers can have an overview of the major concepts and characteristics of brands over time, while academics receive a mapping of the most analyzed topics and suggestions for future research. Based on the documents published in Scopus and Web of Science databases using the word “brand”, this article aims to provide an overview of the brands and suggest opportunities for future research. Text mining clustering allowed the processing of a large amount of information and organized the first overview of the concepts that have been studied. Thus, first, we examine the existing definitions of a brand. Then, we provide a historical perspective of the topics associated with brand constructs and their associations and present a framework for the psychological characteristics of the branding process. Finally, we present the future trends. 2023-05-12T01:58:11Z 2023-05-12T01:58:11Z 2023 Book https://link.springer.com/article/10.1007/s43039-023-00069-0 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8442 en application/pdf Springer
institution Digital Phenikaa
collection Digital Phenikaa
language English
topic opportunities for future studies
spellingShingle opportunities for future studies
Sandra Maria Correia, Loureiro
Overview of the brand journey and opportunities for future studies
description CC BY
format Book
author Sandra Maria Correia, Loureiro
author_facet Sandra Maria Correia, Loureiro
author_sort Sandra Maria Correia, Loureiro
title Overview of the brand journey and opportunities for future studies
title_short Overview of the brand journey and opportunities for future studies
title_full Overview of the brand journey and opportunities for future studies
title_fullStr Overview of the brand journey and opportunities for future studies
title_full_unstemmed Overview of the brand journey and opportunities for future studies
title_sort overview of the brand journey and opportunities for future studies
publisher Springer
publishDate 2023
url https://link.springer.com/article/10.1007/s43039-023-00069-0
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8442
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score 8.891053

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