Publications

Authors:

Nechaeva, Olga; Mazzoli, Valentina; Donvito, Raffaele

Title:

Brand engagement into self‑concept and culture: a literature review for a future research agenda

Year:

2023

Type of item:

Articolo in Rivista

Tipologia ANVUR:

Articolo su rivista

Language:

Inglese

Format:

Elettronico

Referee:

Sì

Name of journal:

JOURNAL OF BRAND MANAGEMENT

ISSN of journal:

1479-1803

Page numbers:

1-18

Keyword:

BESC, Brand engagement, Self-concept, Hofstede’s model, Culture, Consumer personality

Short description of contents:

The paper structures the recent literature on brand engagement into self-concept (BESC) and its antecedents (i.e. materialism and status consumption). The research aims to define future research directions on BESC based on consumers’ cultural orientations formulated in Hofstede’s model of cultural dimensions. Bibliometric analysis with the visualisation of similarities (VOS) method and content analysis in the form of thematic analysis were used to examine the research landscape and select the main research fronts on BESC, materialism, status consumption, and cultural dimensions. The data were collected from The Web of Knowledge and Scopus and cross-checked with EBSCO. The recognition that consumer culture contributes to the brand marketing drives companies to engage with their consumers focusing on the self-concept. This study advances the theme of the importance of BESC and culture. It proposes future research directions on cultural dimensions and BESC to develop an understanding of the core drivers and the consequences of BESC among consumers. The findings contribute to developing more effective branding and communication strategies across diferent cultures. The study is limited to three selected databases and Hofstede's cultural dimensions model as a culture metric.

Note:

AJG 2

Web page:

https://link.springer.com/article/10.1057/s41262-023-00312-1

Product ID:

132738

Handle IRIS:

11562/1088048

Last Modified:

October 9, 2024

Bibliographic citation:

Nechaeva, Olga; Mazzoli, Valentina; Donvito, Raffaele, Brand engagement into self‑concept and culture: a literature review for a future research agenda «JOURNAL OF BRAND MANAGEMENT» , 2023 , pp. 1-18

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