IJRM Special Issue on branding in a digitally-empowering world

摘要

The International journal of Research in Marketing invites submissions for a special issue on Branding in a Digitally Empowered World. The last decade has seen technological developments that have transformed markets and marketing. Both consumers and firms have new capabilities that they could not have even dreamed of a few short years ago (see below). Empowered consumers are meeting equally empowered firms as both groups have access to increasingly detailed information about just about anything or anyone. Consumers can choose to become as involved as they want with a brand, with their influence ranging from just posting comments and evaluations at one end of a continuum to actually determining the nature and direction of a brand at the other end. Similarly, firms can choose to become as involved as they wish with consumers, from hosting a brand web site at one end of the continuum to actively engaging and interacting with consumers in product and brand development at the other end. Many of the rules of branding are changing and many new rules are being introduced in this new digital era. This special issue of IJRM will focus on the latest thinking and research in branding that reflects the enhanced consumer and firm capabilities in a digitally-empowering world.