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By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), this paper aims to analyze the changes in the way branding has been approached in research, highlight the current challenges the discipline faces and suggest future research avenues that will hopefully further enrich brand management knowledge.

This paper includes internal historical literature review and commentary.

After a thorough analysis of the journal’s content, the contribution that the JPBM has made in the development of brand management knowledge over the past 25 years is highlighted. Eight major shifts in brand management research and thought, and three overarching difficulties and challenges, are identified.

By solely focusing on the contributions published in the journal, by no means this review is exhaustive and includes all the contributions to the discipline. Its contribution is limited to the analysis of the work, and the evolution of brand management thinking, recorded in the JPBM.

The paper highlights the evolution of brand management thought and presents imperatives and challenges to guide future research in brand management.

This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management.

This is an editorial based mainly on an extensive and broad literature review on brand management.

First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years. Challenges for the management of brands from the side of the companies that have introduced them are then presented. It finally provides a glimpse of the five papers selected for this special issue and then identifies avenues for further research.

This work and the whole special issue together help in the understanding of the dynamic nature of the management of brands over time with implications to the management and the academic engagement with brands.

Este artículo tiene como único propósito ayudar en la obtención de una mayor comprensión de conceptos claves relacionados con la marca y presentar los desafíos y tendencias claves en la gestión de ésta.

Editorial basado principalmente una extensión y amplía revisión de la literatura relacionada con la gestión de la marca.

En primer lugar, este Editorial define algunos conceptos clave de la marca y presenta una serie de cuestiones que han permanecido y permanecen invariables a lo largo del tiempo. Posteriormente, discute otra serie de aspectos y cuestiones que están cambiando en los últimos años para a continuación describir los principales desafíos actualmente existentes para la gestión de la marca desde la perspectiva de las empresas. Este Editorial finaliza con una breve presentación de los cinco artículos seleccionados para este número especial así como una descripción de futuras líneas de investigación.

Este Editorial y en su conjunto todo el número especial dedicado a la marca ayuda a una mayor comprensión de la naturaleza dinámica de la gestión de las marcas a lo largo del tiempo y de sus implicaciones académicas y empresariales.

The marketing literature uses five different experience terms that are supposed to represent different streams of research. Many papers do not provide a definition, most of the used definitions are unclear, the different experience terms have similar dimensionality and are regularly used interchangeably or have the same meaning. In addition, the existing definitions are not adequately informed from other disciplines that have engaged with experience. This paper aims to build a comprehensive conceptual framework of experience in marketing informed by related disciplines aiming to provide a more holistic definition of the term.

This research follows previously established procedures by conducting a systematic literature review of experience. From the approximately 5,000 sources identified in three disciplines, 267 sources were selected, marketing (148), philosophy (90) and psychology (29). To address definitional issues the analysis focused on enlightening four premises.

This paper posits that the term brand experience can be used in all marketing-related experiences and proposes four premises that may resolve the vagaries associated with the term’s conceptualization. The four premises address the what, who, how and when of brand experience and aim to rectify conceptual issues. Brand experience is introduced as a multi-level phenomenon.

The suggested singular term, brand experience, captures all experiences in marketing. The identified additional elements of brand experience, such as the levels of experience and the revision of emotions within brand experience as a continuum, tempered by repetition, should be considered in future research.

The multi-level conceptualization may provide a greater scope for dynamic approaches to brand experience design thus providing greater opportunities for managers to create sustainable competitive advantages and differentiation from competitors.

This paper completes a systematic literature review of brand experience across marketing, philosophy and psychology which delineates and enlightens the conceptualization of brand experience and presents brand experience in a multi-level conceptualization, opening the possibility for further theoretical, methodological and interdisciplinary promise.

This paper aims to focus on the phenomena of negative brand relationships and emotions to evidence how such relationships transpose into the willingness to participate in collective actions in anti-brand communities.

An online survey was carried out, targeting Facebook anti-brand communities, dedicated to sharing negativity toward technology products. A total of 300 members of these communities participated in the study.

The study shows that the two dimensions of negative brand relationship (negative emotional connection and two-way communication) lead to community participation in anti-brand communities, through the mediating role of social approval and oppositional loyalty. Anti-brand community growth is supported by members’ intentions to recommend the group and is the result of their participation.

The study’s focus on technology brands calls for further research on other brand types and categories and the inclusion of other independent variables should be considered to extend understanding of collective negativity in anti-brand communities.

The paper provides insight to brand managers on the ways to manage negativity around their brand online and understand the role that brand communities play in this process.

The paper proposes the first integrative view of brand negativity, encompassing emotions and behaviors of consumers as individuals and as members of a collective, which allows the understanding of the dynamics of anti-branding and highlights the mechanisms that facilitate anti-brand community expansion.

Negativity towards a brand is typically conceived as a significant problem for brand managers. This paper aims to show that negativity towards a brand can represent an opportunity for companies when brand polarization occurs. To this end, the paper offers a new conception of the brand polarization phenomenon and reports exploratory findings on the benefits of consumers’ negativity towards brands in the context of brand polarization.

To develop a conception of brand polarization, the paper builds on research on polarizing brands and extends it by integrating insights from systematic literature reviews in three bodies of literature: scholarship on brand rivalry and, separately, polarization in political science and social psychology. Using qualitative data from 22 semi-structured interviews, the paper explores possible advantages of brand polarization.

This paper defines the brand polarization phenomenon and identifies multiple perspectives on brand polarization. Specifically, the findings highlight three distinct parties that can benefit from brand polarization: the polarizing brand as an independent entity; the brand team behind the polarizing brand; and the passionate consumers involved with the polarizing brand. The data reveal specific advantages of brand polarization associated with the three parties involved.

Managers of brands with a polarizing nature could benefit from having identified a group of lovers and a group of haters, as this could allow them to improve their focus when developing and implementing the brands’ strategies.

This exploratory study is the first explicitly focusing on the brand polarization phenomenon and approaches negativity towards brands as a potential opportunity.

This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships.

This paper is an editorial based mainly on a literature review on consumer–brand relationships. It uses the sentiment range and passion intensity to position various brand relationship constructs. This work follows the same bibliometric-analysis approach used by Fetscherin and Heinrich (2014) and looked for publications in the Web of Science on brand relationships, with reference to Fournier’s (1998) seminal work and data collected for the period between January 2010 and November 2018.

First, this work presents the key consumer–brand relationship terms and positions the work on brand love, brand like, brand hate, brand dislike and brand indifference. In addition, the bibliometric analysis offers a number of insights into the current state of the academic research in the area of consumer–brand relationships, including a clear indication that the research on consumer–brand relationships is increasing.

This work and the whole special issue together help in the understanding of brands as relationship builders, clearly explaining the continuum from strong positive or negative relationships with brands to no relationship with brands and the current state of research in the area.

Despite luxury's increasing globalization and broadening scope via digitalization and new markets, the intellectual structure of the overall research corpus remains tenuous. This work therefore aims to provide an overview of published work on international luxury marketing and to contribute to a better understanding of the research area.

Using a systematic approach, 1151 items (papers) were retrieved and 181 selected from the international luxury marketing field published before 2019. These items were analyzed by using various bibliometric techniques to identify the most productive countries, journals, influential authors, papers and research clusters.

Although most of the outputs originate from business, management and marketing journals, other disciplines also research this topic. The analysis reveals an emerging field, with 85% of the published papers appearing between 2010 and 2018, which are primarily the output of US- and UK-based authors and none of whom dominates the field. The three identified keyword clusters are (1) consumers and consumption (2) tools and (3) core themes.

This article contributes to our understanding of the evolution, current status and research trends of published research on international luxury marketing by presenting a mapping analysis and proposing future research directions.

This is the first bibliometric mapping analysis of research on the topic from its conception to 2019. It contributes insights from different research disciplines, adds to the categorization of the international luxury marketing literature and provides promising future research directions in terms of research areas and strategies.