A thematic exploration of human brands: literature review and agenda for future research

Abstract

Purpose

The purpose of this study is threefold. First, human brands are conceptualized and the distinction between them and personal brands is established. Second, human-brand research is reviewed in light of a strategic brand management framework and gaps in the knowledge that may suggest new research pathways are identified. Third, the extent to which a brand management model designed for products could be applied to human brands is explored.

Design/methodology/approach

A systematic literature review was conducted in this study. The content analysis of the selected set of papers allowed the assessment of the state of this field of brand management and the identification of proposals for future research.

Findings

Substantial research exists on different aspects of human brands. However, these studies are fragmented in nature, thus highlighting the need for specific and complete human-brand management models.

Research limitations/implications

A limitation of this literature review is that it is based on a sample of papers collected by one specific criterion; furthermore, the way the papers were classified may be challenged. However, this study provides a comprehensive picture of studies on human brands available today.

Originality/value

A parsimonious distinction and connectivity between human and personal brands suggest a branding-by-individual continuum. Additionally, to the best of the authors’ knowledge, this study is the first identifiable one that summarizes the growing literature on human brands, reveals important gaps in the knowledge and calls for the development of particular human-brand management models.

Citation

Osorio, M.L., Centeno, E. and Cambra-Fierro, J. (2020), "A thematic exploration of human brands: literature review and agenda for future research", Journal of Product & Brand Management, Vol. 29 No. 6, pp. 695-714. https://doi.org/10.1108/JPBM-02-2019-2274