Framing the Temporal Dimensions of a Brand

Federico Brunetti; Ilenia Confente; Wioleta Kucharska; Hans Ruediger Kaufmann

Framing the Temporal Dimensions of a Brand

Abstract

Drawing on existing research dealing with time in brand and brand management, this paper aims at providing a comprehensive and coherent framework of some time-related concepts, with a special emphasis on what happens when a brand reaches the senescence stage. In addition, it strives to consider what happens when a brand becomes long-lived enough, looking at the brand’s customer base. While undoubtedly time affects customers’ age and generations, the demand side of the brand-customer relationship is actually under-researched. Finally, a research agenda is developed, in order to improve what is currently known about such an important but neglected topic as the effects that the passing of time has both on the brand and on the consumers it addresses to.

Authors (4)

Federico Brunetti
- University of Verona, Italy Department of Business Administation
Ilenia Confente
- University of Verona, Italy Department of Business Administation
Wioleta Kucharska dr hab. inż.
Hans Ruediger Kaufmann
- University of Nicosia, Cyprus Department of Management

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Category:: Conference activity
Type:: materiały konferencyjne indeksowane w Web of Science
Title of issue:: 10th Annual Conference of the EuroMed Academy of Business strony 247 - 256
ISSN:: 2547-8516
Language:: English
Publication year:: 2017
Bibliographic description:: Brunetti F., Confente I., Kucharska W., Kaufmann H. R..: Framing the Temporal Dimensions of a Brand, W: 10th Annual Conference of the EuroMed Academy of Business, 2017, ,.
Verified by:: Gdańsk University of Technology