Special issue on current challenges in building brand engagement

Citation

(2013), "Special issue on current challenges in building brand engagement", Journal of Product & Brand Management, Vol. 22 No. 1. https://doi.org/10.1108/jpbm.2013.09622aaa.003

Special issue on current challenges in building brand engagement

Article Type: Call for papers From: Journal of Product & Brand Management, Volume 22, Issue 1

Guest Editor: Dennis Pitta, University of Baltimore (d.pitta@ubalt.edu)

The Editor of Journal of Product & Brand Management invites practitioners, consultants, and academics to submit papers worthy of contribution to the literature for a special issue devoted to building engagement. In use, brand engagement has several meanings. The most relevant is customer engagement, which refers to a customer’s set of behavioral activities toward a brand.

As the marketplace adapts to changes in technology and an increased level of global competition, brands have become increasingly important. Simultaneously, brands face increasing levels of promotional clutter due to the boundary spanning nature of online marketing. The enduring question of making brands more effective takes on new meaning in the current environment. More Internet connected consumers spend their purchase time online, reducing direct contact with and the ability of a brand to build relationships.

Recent literature has highlighted the importance of relationship building in branding. It is fundamental that the brand be relevant to the consumer. Brand managers can foster relationship building by efforts to engage target consumers. Such efforts can differentiate particular brands from competitors and allow for the creation of barriers to competitive entry. Successful efforts may result in very high levels of engagement represented by brand love, an indicator of adoption. The area of brand engagement is currently an under-researched area that may benefit from focused investigation.

Possible topics will include, but are not limited, to the following:

• •

  How should brand engagement be conceptualized?

• •

  What is the nature and scope of brand engagement possibilities?

• •

  What are the special challenges of engaging consumers in online communities?

• •

  How is brand engagement related to brand love?

• •

  What unique opportunities do social media provide for creating or leveraging brand engagement?

• •

  Do new methods or opportunities exist for measuring brand engagement?

• •

  By what specific methods do brand communities reinforce brand engagement?

• •

  What can brand managers learn from other disciplines (such as the videogame, television, publishing, and spectator sports industries) regarding the creation and augmentation of brand engagement?

• •

  How does brand engagement impact profitability or other financial measures?

Papers may be the result of empirical research, comprehensive literature reviews, case studies, marketing practices, or thoughtful analysis. However, to be accepted for publication, all manuscripts must provide practical applications of material presented. Author guidelines and other information can be found on the journal homepage at: www.emeraldinsight.com/products/journals/author_guidelines. htm?id=jpbm It is necessary that you follow these guidelines for your submissions to be accepted for review.

All manuscripts should be submitted via the journal’s electronic submission system ScholarOne, which can be found here http://mc.manuscriptcentral.com/jpbm Submissions should be made to the special issue ‘‘Current challenges in building brand engagement’’ on the system. Submission deadline – 30 June 2013

Journal of Product & Brand Management is indexed and abstracted in Emerald Management Reviews, Academic Research, Autographics, Business & Industry, Business Source, Cabell’s Directory of Publishing Opportunities in Management and Marketing, Collectanea Corporate, Current Citations Express, EP Collection, e-psyche, Expanded Academic Index, Galileo, General Reference Center, Innovative, ISI Alerting Services, Manning & Napier, MasterFILE, OCLC, Scandinavia, and Telebase.

Selected references:

Batra, R., Ahuvia, A. and Bagozzi, R.P. (2012), ‘‘‘Brand love’’, Journal of Marketing, Vol. 76 No. 2, March 2012.Bergkvist, L. and Bech-Larsen, T. (2010), ‘‘Two studies of consequences and actionable antecedents of brand love’’, Journal of Brand Management, Vol. 17 No. 7, pp. 504-18.Doohwang, L., Hyuk Soo, K. and Jung Kyu, K. (2011), ‘‘The impact of online brand community type on consumer’s community engagement behaviors: consumercreated vs marketer-created online brand community in online social-networking web sites’’, Cyberpsychology, Behavior and Social Networking, Vol. 14 No. 1/2, pp. 59-63.Hanna, S. and Rowley, J. (2011), ‘‘Towards a strategic place brand-management model’’, Journal of Marketing Management, Vol. 27 No. 5/6, pp. 458-76.Heath, R. (2009), ‘‘Emotional engagement: how television builds big brands at low attention’’, Journal of Advertising Research, Vol. 49 No. 1, pp. 62-73. Hollebeek, L.D. (2011), ‘‘Demystifying customer brand engagement: exploring the loyalty nexus’’, Journal of Marketing Management, Vol. 27 No. 7/8, pp. 785-807.Sprott, D., Czellar, S. and Spangenberg, E. (2009), ‘‘The importance of a general measure of brand engagement on market behavior: development and validation of a scale’’, Journal of Marketing Research, Vol. 46 No. 1, pp. 92-104.Tripathi, M. and Vilakshan, N. (2009), ‘‘Customer engagement – key to successful brand building’’, The XIMB Journal of Management, Vol. 6 No. 1, pp. 131-40.