An assessment of brand experience knowledge literature: using bibliometric data to identify future research direction

Article

Zha, D., Melewar, T., Foroudi, P. and Jin, Z. 2020. An assessment of brand experience knowledge literature: using bibliometric data to identify future research direction. International Journal of Management Reviews. 22 (3), pp. 287-317. https://doi.org/10.1111/ijmr.12226
TypeArticle
TitleAn assessment of brand experience knowledge literature: using bibliometric data to identify future research direction
AuthorsZha, D., Melewar, T., Foroudi, P. and Jin, Z.
Abstract

There is wide consensus that the brand experience literature (BEL) suffers from a deficit in conceptual works. This study argues that, for brand experience research to overcome its conceptual insipidity, it must reexamine the core of its intellectual structure to rediscover what ‘an experience provided by brands’ truly implies. The purpose of this paper is to reconceptualize and present a future research framework for research into the concept of brand experience, by identifying both the core and peripheral sources of knowledge of the concept and its association with brand meaning. Through a bibliometric process covering 136 articles published between 2002 and 2018, resulting in a database of 2,698 citations, this brand experience conceptual paper fills a critical research gap by providing the first full-scale bibliometric study to date of the BEL, using a combination of high citation and co-citation metrics. Based on this conceptual reorientation, a matrix for future development is presented, enabling the reader to visualize the scope and breadth of potential brand experience research horizons in areas relating to customer experience, consumer-brand relationship, online brand experience and sensory brand experience. The four approaches listed in the matrix – firm-based, social constructionist, virtuality and embodiment – provide a roadmap for future brand experience research undertakings to explore the rich potential of experience evoked by brands.

KeywordsManagement of Technology and Innovation, Strategy and Management, General Decision Sciences
PublisherWileyBlackwell
JournalInternational Journal of Management Reviews
ISSN1460-8545
Electronic1468-2370
Publication dates
Online25 Apr 2020
Print29 Jun 2020
Publication process dates
Deposited02 Apr 2020
Submitted18 Jul 2018
Accepted02 Apr 2020
Output statusPublished
Accepted author manuscript
Copyright Statement

This is the peer reviewed version of the following article: Zha, D., Melewar, T., Foroudi, P. and Jin, Z. (2020), An Assessment of Brand Experience Knowledge Literature: Using Bibliometric Data to Identify Future Research Direction. International Journal of Management Reviews, 22: 287-317. doi:10.1111/ijmr.12226, which has been published in final form at https://doi.org/10.1111/ijmr.12226. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions

Digital Object Identifier (DOI)https://doi.org/10.1111/ijmr.12226
LanguageEnglish
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Hallier Willi, C., Nguyen, B., Melewar, T. and Dennis, C. 2014. Corporate impression formation in online communities: a qualitative study. Qualitative Market Research: An International Journal. 17 (4), pp. 410-440. https://doi.org/10.1108/QMR-07-2013-0049
“Geiz-ist-geil” strategy: a three-company study
Bridges, K., Melewar, T. and Otubanjo, B. 2007. “Geiz-ist-geil” strategy: a three-company study. Management Decision. 45 (6), pp. 1023-1037. https://doi.org/10.1108/00251740710762071
In-group and out-group orientations and their relation to formation of Country of Origin Image stereotypes
Balabanis, G., Mueller, R. and Melewar, T. 2007. In-group and out-group orientations and their relation to formation of Country of Origin Image stereotypes. International Journal of Business & Globalisation. 1 (3), pp. 328-344. https://doi.org/10.1504/IJBG.2007.015052
Corporate communications, identity and image: a research agenda
Karaosmanoglu, E. and Melewar, T. 2006. Corporate communications, identity and image: a research agenda. Journal of Brand Management. 14 (1/2), pp. 196-206. https://doi.org/10.1057/palgrave.bm.2550060
The demise of independent wine production in France: a marketing challenge?
Pike, W. and Melewar, T. 2006. The demise of independent wine production in France: a marketing challenge? International Journal of Wine Marketing. 18 (3), pp. 183-203. https://doi.org/10.1108/09547540610704756
Danone branding strategy in China
Melewar, T., Badal, E. and Small, J. 2006. Danone branding strategy in China. Journal of Brand Management. 13 (6), pp. 407-417.
The relationship between corporate websites and brand equity: a conceptual framework and research agenda
Argyriou, E., Kitchen, P. and Melewar, T. 2006. The relationship between corporate websites and brand equity: a conceptual framework and research agenda. International Journal of Market Research. 48 (5), pp. 575-599.
Seven dimensions of corporate identity: a categorisation from the practitioners' perspectives
Melewar, T. and Karaosmanoglu, E. 2006. Seven dimensions of corporate identity: a categorisation from the practitioners' perspectives. European Journal of Marketing. 40 (7/8), pp. 846-869. https://doi.org/10.1108/03090560610670025
The role of communication and visual identity in modern organisations
Melewar, T., Bassett, K. and Simoes, C. 2006. The role of communication and visual identity in modern organisations. Corporate Communications: An International Journal. 11 (2), pp. 138-147. https://doi.org/10.1108/13563280610661679
A relationship marketing perspective in electronic banking: evidence from Greece
Argyriou, E., Melewar, T. and Meadows, M. 2005. A relationship marketing perspective in electronic banking: evidence from Greece. Journal of Euromarketing. 15 (1), pp. 47-73.
Corporate identity: concept, components and contribution
Melewar, T., Karaosmanoglu, E. and Paterson, D. 2005. Corporate identity: concept, components and contribution. Journal of General Management. 31 (1), p. 59.
Corporate visual identity: the re-branding of France Télécom
Melewar, T., Hussey, G. and Srivoravilai, N. 2005. Corporate visual identity: the re-branding of France Télécom. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540233
The role of corporate identity in the higher education sector: a case study
Melewar, T. and Akel, S. 2005. The role of corporate identity in the higher education sector: a case study. Corporate Communications: An International Journal. 10 (1), pp. 41-57. https://doi.org/10.1108/13563280510578196
Corporate reputation and crisis management: the threat and manageability of anti-corporatism
Tucker, L. and Melewar, T. 2005. Corporate reputation and crisis management: the threat and manageability of anti-corporatism. Corporate Reputation Review. https://doi.org/10.1057/palgrave.crr.1540233
The importance of brand power: a review of the European car market
Melewar, T. and Sambrook, L. 2004. The importance of brand power: a review of the European car market. The European Business Journal. 16 (4), pp. 167-177.
International advertising strategy: a review, reassessment and recommendation
Melewar, T. and Vemmervik, C. 2004. International advertising strategy: a review, reassessment and recommendation. Management Decision. 42 (7), pp. 863-881. https://doi.org/10.1108/00251740410550934
The influence of culture on brand building in the Chinese market: a brief insight
Melewar, T., Meadows, M., Zheng, W. and Rickards, R. 2004. The influence of culture on brand building in the Chinese market: a brief insight. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540190
Linking practices reflective of “Asian values” and relationship marketing in the grocery distribution channels in Malaysia
Rosmimah, M. and Melewar, T. 2004. Linking practices reflective of “Asian values” and relationship marketing in the grocery distribution channels in Malaysia. International Journal of Retail & Distribution Management. 32 (1), pp. 33-44. https://doi.org/10.1108/09590550410515533
Global corporate brand building: guidelines and case studies
Melewar, T. and Walker, C. 2003. Global corporate brand building: guidelines and case studies. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540163
Determinants of the corporate identity construct: a review of the literature
Melewar, T. 2003. Determinants of the corporate identity construct: a review of the literature. Journal of Marketing Communications. 9 (4), pp. 195-220. https://doi.org/10.1080/1352726032000119161
The Internet revolution: some global marketing implications
Melewar, T. and Smith, N. 2003. The Internet revolution: some global marketing implications. Marketing Intelligence & Planning. 21 (6), pp. 363-369. https://doi.org/10.1108/02634500310499220
The importance of impulse purchasing behaviour in the international airport environment
Crawford, G. and Melewar, T. 2003. The importance of impulse purchasing behaviour in the international airport environment. Journal of Consumer Behaviour- an International Research Review. 3 (1), pp. 85-98. https://doi.org/10.1002/cb.124
Is the French model of capitalism becoming more like the Anglo-Saxon model?
Melewar, T. and Mott, A. 2003. Is the French model of capitalism becoming more like the Anglo-Saxon model? Journal of General Management. 28 (4), p. 47.
Can Swiss multinational corporations be considered truly global firms?
Melewar, T. and Osborne, L. 2003. Can Swiss multinational corporations be considered truly global firms? The European Business Journal. 15 (1), pp. 24-34.
The human values’ lenses of country of origin images
Balabanis, G., Mueller, R. and Melewar, T. 2002. The human values’ lenses of country of origin images. International Marketing Review. 19 (6), pp. 582-610. https://doi.org/10.1108/02651330210451935
Leveraging corporate identity in the digital age
Melewar, T. and Navalekar, A. 2002. Leveraging corporate identity in the digital age. Marketing Intelligence & Planning. 20 (2), pp. 96-103. https://doi.org/10.1108/02634500210418518
Defining the corporate identity construct
Melewar, T. and Jenkins, E. 2002. Defining the corporate identity construct. Corporate Reputation Review. 5 (1), pp. 76-90. https://doi.org/10.1057/palgrave.crr.1540166
The impact of information technology on global marketing strategies
Melewar, T. and Stead, C. 2002. The impact of information technology on global marketing strategies. Journal of General Management. 27 (4), pp. 29-40.
Industry in transition: corporate identity on hold?
Melewar, T. and Bains, N. 2002. Industry in transition: corporate identity on hold? International Journal of Bank Marketing. 20 (2), pp. 57-66. https://doi.org/10.1108/02652320210419661
The relationship between consumer ethnocentrism and human values
Balabanis, G., Mueller, R. and Melewar, T. 2002. The relationship between consumer ethnocentrism and human values. Journal of Global Marketing. 15 (3-4), pp. 7-37. https://doi.org/10.1300/J042v15n03_02
Business-to-business relationship marketing: an internet and international perspective
Melewar, T., Hunt, C. and Bridgewater, S. 2001. Business-to-business relationship marketing: an internet and international perspective. The Marketing Review. 2 (2), pp. 169-185. https://doi.org/10.1362/1469347012569832
Corporate identity in the service sector
Melewar, T. and Storrie, T. 2001. Corporate identity in the service sector. Public Relations Quarterly. 46 (2).
The complexities of communicating to customers in emerging markets
Fletcher, R. and Melewar, T. 2001. The complexities of communicating to customers in emerging markets. Journal of Communication Management. 6 (1), pp. 9-23. https://doi.org/10.1108/13632540210806900
The dynamics of corporate identity: a review of a process model
Melewar, T. and Wooldridge, A. 2001. The dynamics of corporate identity: a review of a process model. Journal of Communication Management. 5 (4), pp. 327-340. https://doi.org/10.1108/13632540110806866
The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies
Balabanis, G., Diamantopoulos, A., Mueller, R. and Melewar, T. 2001. The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490943
The role of corporate identity in merger and acquisition activity
Melewar, T. and Harrold, J. 2000. The role of corporate identity in merger and acquisition activity. Journal of General Management. 26 (2), pp. 17-31.
International advertising strategies of multinational enterprises in the Middle East
Balabanis, G., Turnbull, S. and Melewar, T. 2000. International advertising strategies of multinational enterprises in the Middle East. International Journal of Advertising. 19 (4).
International corporate visual identity: standardization or localization?
Melewar, T. and Saunders, J. 1999. International corporate visual identity: standardization or localization? Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490084
An integrated model of firms' brand likeability: antecedents and consequences
Nguyen, B., Choudhury, M. and Melewar, T. 2015. An integrated model of firms' brand likeability: antecedents and consequences. Journal of Strategic Marketing. 23 (2), pp. 122-140. https://doi.org/10.1080/0965254X.2014.914071
Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation
Roslin, R. and Melewar, T. 2001. Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation. Journal of Asia-Pacific Business. 3 (2), pp. 5-36. https://doi.org/10.1300/J098v03n02_02
Measuring visual identity: a multi-construct study
Melewar, T. 2001. Measuring visual identity: a multi-construct study. Corporate Communications: An International Journal. 6 (1), pp. 36-42. https://doi.org/10.1108/13563280110381206
Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia
Melewar, T., Saunders, J. and Balmer, J. 2001. Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia. European Journal of Marketing. 35 (3/4), pp. 414-427. https://doi.org/10.1108/03090560110694772
The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia
Melewar, T., Saunders, J. and Balmer, J. 2000. The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia. Corporate Reputation Review. 3 (3), pp. 194-200. https://doi.org/10.1057/palgrave.crr.1540114
Discovering relational bonds in channel relationships: a case study of Malaysia
Roslin, R. and Melewar, T. 2000. Discovering relational bonds in channel relationships: a case study of Malaysia. Journal of Global Marketing. 14 (3), pp. 49-76. https://doi.org/10.1300/J042v14n03_04
Global corporate visual identity systems: using an extended marketing mix
Melewar, T. and Saunders, J. 2000. Global corporate visual identity systems: using an extended marketing mix. European Journal of Marketing. 34 (5/6), pp. 538-550. https://doi.org/10.1108/03090560010321910
Global corporate visual identity system: standardisation, control and benefits
Melewar, T. and Saunders, J. 1998. Global corporate visual identity system: standardisation, control and benefits. International Marketing Review. 15 (4), pp. 291-308. https://doi.org/10.1108/02651339810227560
Value marketing through corporate reputation: an empirical investigation of Thai hospitals
Srivoravilai, N., Melewar, T., Liu, M. and Yannopoulou, N. 2011. Value marketing through corporate reputation: an empirical investigation of Thai hospitals. Journal of Marketing Management. 27 (3-4), pp. 243-268. https://doi.org/10.1080/0267257X.2011.545676
Segmentation and brand positioning for Islamic financial services
Muhamad, R., Melewar, T. and Alwi, S. 2012. Segmentation and brand positioning for Islamic financial services. European Journal of Marketing. 46 (7/8), pp. 900-921. https://doi.org/10.1108/03090561211230061
Consumer attitudes revisited: a review of attitude theory in marketing research
Argyriou, E. and Melewar, T. 2011. Consumer attitudes revisited: a review of attitude theory in marketing research. International Journal of Management Reviews. 13 (4), pp. 431-451. https://doi.org/10.1111/j.1468-2370.2011.00299.x
Global strategy: can late arrivals catch up with established companies? a study of the world television manufacturing industry
Zhu, Y., Lynch, R. and Jin, Z. 2007. Global strategy: can late arrivals catch up with established companies? a study of the world television manufacturing industry. Annual Conference of Academy of Management. Philadelphia, USA 03 - 08 Aug 2007
Playing the game of catching-up: global strategy building in a Chinese company
Zhu, Y., Lynch, R. and Jin, Z. 2011. Playing the game of catching-up: global strategy building in a Chinese company. Asia Pacific Business Review. 17 (4), pp. 511-533. https://doi.org/10.1080/13602380903549781
Risk and uncertainty in innovation activities.
Navare, J. and Jin, Z. 2009. Risk and uncertainty in innovation activities. The XX ISPIM Conference: The Future of Innovation. Vienna, Austria 21 - 24 Jun 2009
Investigating the implications of business and culture on the behaviour of customers of international firms.
Gupta, S., Navare, J. and Melewar, T. 2011. Investigating the implications of business and culture on the behaviour of customers of international firms. Industrial Marketing Management. 40 (1), pp. 65-77. https://doi.org/10.1016/j.indmarman.2010.09.011
Firm ownership and the determinants of success and failure in new product development: an empirical study of manufacturing firms in the Guandong province of china.
Jin, Z. and Li, Z. 2007. Firm ownership and the determinants of success and failure in new product development: an empirical study of manufacturing firms in the Guandong province of china. International Journal of Innovation Management. 11 (4), pp. 539-564.
Brand origin in an emerging market: perceptions of Indian consumers
Jin, Z., Chansarkar, B. and Kondap, N. 2006. Brand origin in an emerging market: perceptions of Indian consumers. Asia Pacific Journal of Marketing and Logistics. 18 (4), pp. 283-302. https://doi.org/10.1108/13555850610703254
The nature of NPD and role flexibility of R&D/marketing in a fast growing high-tech setting
Jin, Z. 2001. The nature of NPD and role flexibility of R&D/marketing in a fast growing high-tech setting. R&D Management. 31 (3), pp. 275-285. https://doi.org/10.1111/1467-9310.00216
How product newness influences ‘learning and probing’ and the linearity of its development process
Jin, Z. 2000. How product newness influences ‘learning and probing’ and the linearity of its development process. Creativity and Innovation Management. 9 (1), pp. 21-45. https://doi.org/10.1111/1467-8691.00155