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Framing the Temporal Dimensions of a Brand

Abstrakt

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.

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Informacje szczegółowe

Kategoria:
Aktywność konferencyjna
Typ:
materiały konferencyjne indeksowane w Web of Science
Tytuł wydania:
10th Annual Conference of the EuroMed Academy of Business strony 247 - 256
ISSN:
2547-8516
Język:
angielski
Rok wydania:
2017
Opis bibliograficzny:
Brunetti F., Confente I., Kucharska W., Kaufmann H..: Framing the Temporal Dimensions of a Brand, W: 10th Annual Conference of the EuroMed Academy of Business, 2017, EuroMed Press,.
Weryfikacja:
Politechnika Gdańska

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