Revisiting brand origin: expanding the strategic portfolio of brand-level attributes

IF 3.7 Q2 BUSINESS

Journal of Strategic Marketing Pub Date : 2022-05-17 DOI:10.1080/0965254X.2022.2075434

A. Mills, J. John

引用次数: 1

Abstract

ABSTRACT The concept of brand origin was introduced two decades ago in response to the restrictive nature of ‘country-of-origin’ research in marketing; however, research to this day has remained constrained to geography. This paper leverages brand narrative to reconceptualize brand origin with the goal of enabling a broader array of strategic and positioning options to brand managers and brand origin researchers. The results of an exploratory study suggest that unburdening the scope of origin from geography enables the evolution of brand management to enlarge the scope and domain of the concept of ‘origin’ fivefold. Avenues for both management practice and future research exploration related to the multidimensional nature of brand origin are proposed.

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重新审视品牌起源：扩大品牌层面属性的战略组合

品牌原产地的概念是二十年前为应对市场营销中“原产国”研究的限制性而提出的;然而，迄今为止的研究仍然局限于地理领域。本文利用品牌叙事来重新定义品牌起源，目的是为品牌经理和品牌起源研究人员提供更广泛的战略和定位选择。一项探索性研究的结果表明，从地理上卸下原产地范围的负担，可以使品牌管理的演变将“原产地”概念的范围和领域扩大五倍。针对品牌起源的多维性，提出了管理实践和未来研究探索的途径。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Strategic Marketing BUSINESS-

CiteScore

9.20

自引率

7.30%

发文量

期刊介绍： Journal of Strategic Marketing publishes papers on key aspects of the interface between marketing and strategic management. It is a vehicle for discussing long-range activities where marketing has a role to play in managing the long-term objectives and strategies of companies. The objectives of the Journal are as follows: 1.To bridge the disciplines of marketing and strategic management, and to address the development of knowledge concerning the role that marketing has to play in the management of strategy. 2.To provide a vehicle for the advancement of knowledge in the field of strategic marketing and to stimulate research in this area. 3.To consider the role of marketing as an orientation of management at the strategic level of organizations.