Share:


Trends and evolution of agile branding: a bibliometric analysis

Abstract

As today’s environment constantly changes, scientific and practical literature suggests that brands must be managed more agilely. Agile branding, characterized by stakeholder involvement, adaptability, and flexibility, emerges as an innovative approach for companies to navigate dynamic markets to ensure that they remain sustainably relevant and competitive. Yet, no bibliometric analysis has been conducted on agility related to branding to date. This paper aims to illustrate and analyze the trends and evolution of agile branding by applying bibliometric methods to the scientific article literature produced between 1996 and 2023. The results of a systematic literature review are presented, and the findings of the bibliometric analysis of 70 publications listed in the Web of Science Core Collection database are evaluated. Furthermore, visualization and interpretation of bibliometric networks related to citations and publications, publication titles, keywords, authorship, and affiliations with the software VOSviewer is included. This bibliometric analysis shows that the number of scientific studies on agility related to branding has increased mainly since 2008, reaching its peak in 2022, indicating a growing research interest. The study reveals that much more research needs to be conducted on how brands can be managed more agilely and dynamically to compete in a fast-moving world.

Keyword : agility, agile branding, brand agility, branding process, strategic brand management, agile marketing, bibliometric analysis

How to Cite
Pöhlmann, M., Jambrino-Maldonado, C., de las Heras-Pedrosa, C., & Seitz, J. (2024). Trends and evolution of agile branding: a bibliometric analysis. Business: Theory and Practice, 25(2), 406–419. https://doi.org/10.3846/btp.2024.21438
Published in Issue
Jul 31, 2024
Abstract Views
319
PDF Downloads
219
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

References

Alghamdi, O., & Agag, G. (2024). Competitive advantage: A longitudinal analysis of the roles of data-driven innovation capabilities, marketing agility, and market turbulence. Journal of Retailing and Consumer Services, 76, Article 103547. https://doi.org/10.1016/j.jretconser.2023.103547

Alsulami, M., Alrabie, W., & Sufi, F. K. (2021). Enhancing the potential of software metrics in Saudi Arabia: CMMI & ISO 9001 and agile methodology. International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies, 12(13).

Baran, B. E., & Woznyj, H. M. (2021). Managing VUCA: The human dynamics of agility. Organizational Dynamics, 50(2). https://doi.org/10.1016/j.orgdyn.2020.100787

Battistella, C., Toni, Zan, G., & Pessot, E. (2017). Cultivating business model agility through focused capabilities: A multiple case study. Journal of Business Research, 73, 65–82. https://doi.org/10.1016/j.jbusres.2016.12.007

Beck, K., Beedle, M., van Bennekum, A., Cockburn, A., Cunningham, W., Fowler, M., Grenning, J., Highsmith, J., Hunt, A., Jeffries, R., Kern, J., Marick, B., Martin R. C., Mellor, S., Schwaber, K., Sutherland, J., & Thomas, D. (2001). Principles behind the Agile Manifesto. https://agilemanifesto.org/principles.html

Bennett, J., Owers, M., Pitt, M., & Tucker, M. (2010). Workplace impact of social networking. Property Management, 28(3), 138–148. https://doi.org/10.1108/02637471011051282

Bindi, B., Bandinelli, R., Fani, V., & Pero, M. E. P. (2023). Supply chain strategy in the luxury fashion industry: Impacts on performance indicators. International Journal of Productivity and Performance Management, 72(5), 1338–1367. https://doi.org/10.1108/IJPPM-02-2021-0079

Blažun Vošner, H., Bobek, S., Sternad Zabukovšek, S., & Kokol, P. (2017). Openness and information technology: A bibliometric analysis of literature production. Kybernetes, 46(5), 750–766. https://doi.org/10.1108/K-10-2016-0292

Boardman, R., Haschka, Y., Chrimes, C., & Alexander, B. (2020). Fashion “see-now-buy-now”: Implications and process adaptations. Journal of Fashion Marketing and Management, 24(3), 495–515. https://doi.org/10.1108/JFMM-08-2019-0180

Bruce, A., & Jeromin, C. (2016). Agile Markenführung. Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-11809-9

Brun, A., Caniato, F., Caridi, M., Castelli, C., Miragliotta, G., Ronchi, S., Sianesi, A., & Spina, G. (2008). Logistics and supply chain management in luxury fashion retail: Empirical investigation of Italian firms. International Journal of Production Economics, 114(2), 554–570. https://doi.org/10.1016/j.ijpe.2008.02.003

Cabeza Ramírez, L. J., Sánchez Cañizares, S., & Fuentes García, F. (2017). Entrepreneurship as a dynamic field of study: A bibliometric analysis of research output. Tourism & Management Studies, 13(3), 59–71. https://doi.org/10.18089/tms.2017.13307

Caniato, F., Caridi, M., Castelli, C., & Golini, R. (2011). Supply chain management in the luxury industry: A first classification of companies and their strategies. International Journal of Production Economics, 133(2), 622–633. https://doi.org/10.1016/j.ijpe.2011.04.030

Capoano, E., Balbé, A. D., & Costa, P. R. (2024). Is there a “Green Moral”? How young people’s moral attributes define engagement with narratives about climate change. Social Sciences, 13(3), Article 145. https://doi.org/10.3390/socsci13030145

Carmona, L. R. J., & Quintero, J. D. G. (2008). Competitiveness and challenges in the productivity of the textile – Clothing design and fashion cluster in Antioquia. Revista Ciencias Estratégicas, 16(20), 247–263.

Chaudhri, V., Pridmore, J., & Mauck, C. (2022). Assembling the start-up brand: A process framework for understanding strategic communication challenges. International Journal of Strategic Communication, 16(2), 206–221. https://doi.org/10.1080/1553118X.2021.1976784

Chauhan, K., & Pillai, A. (2013). Role of content strategy in social media brand communities: A case of higher education institutes in India. Journal of Product & Brand Management, 22(1), 40–51. https://doi.org/10.1108/10610421311298687

Chauhan, T., Sindhu, S., & Mor, R. S. (2023). Analyzing the enablers of customer engagement in healthcare using TISM and Fuzzy MICMAC. Applied System Innovation, 6(1). https://doi.org/10.3390/asi6010005

Chen, W. H., & Chiang, A. H. (2011). Network agility as a trigger for enhancing firm performance: A case study of a high-tech firm implementing the mixed channel strategy. Industrial Marketing Management, 40(4), 643–651. https://doi.org/10.1016/j.indmarman.2011.01.001

Chuah, S. H. W., Aw, E. C. X., & Tseng, M. L. (2021). The missing link in the promotion of customer engagement: The roles of brand fan page attractiveness and agility. Internet Research, 31(2), 587–612. https://doi.org/10.1108/INTR-01-2020-0025

Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070

Eilers, K., Peters, C., & Leimeister, J. M. (2022). Why the agile mindset matters. Technological Forecasting and Social Change, 179, 1–14. https://doi.org/10.1016/j.techfore.2022.121650

Ellegaard, O. (2018). The application of bibliometric analysis: Disciplinary and user aspects. Scientometrics, 116(1), 181–202. https://doi.org/10.1007/s11192-018-2765-z

Gilliam, D. A., & Voss, K. (2013). A proposed procedure for construct definition in marketing. European Journal of Marketing, 47(1/2), 5–26. https://doi.org/10.1108/03090561311285439

Golant, B. D. (2012). Bringing the corporate brand to life: The brand manager as practical author. Journal of Brand Management, 20(2), 115–127. https://doi.org/10.1057/bm.2012.44

Gupta, S., Leszkiewicz, A., Kumar, V., Bijmolt, T., & Potapov, D. (2020). Digital analytics: Modeling for insights and new methods. Journal of Interactive Marketing, 51(1), 26–43. https://doi.org/10.1016/j.intmar.2020.04.003

Hattendorf, M. (2021). Agile Organisationen – Versuch einer kritischen Bestandsaufnahme. Journal Für Psychologie, 29(1), 93–119. https://doi.org/10.30820/0942-2285-2021-1-93

Iyer, P., Davari, A., Srivastava, S., & Paswan, A. K. (2020). Market orientation, brand management processes and brand performance. Journal of Product & Brand Management, 30(2), 197–214. https://doi.org/10.1108/JPBM-08-2019-2530

Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2021). Marketing Agility: the concept, antecedents, and a research agenda. Journal of Marketing, 85(1), 35–58. https://doi.org/10.1177/0022242920952760

Keller, K. L., & Richey, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Journal of Brand Management, 14(1–2), 74–81. https://doi.org/10.1057/palgrave.bm.2550055

Kerin, R. A., Kalyanaram, G., & Howard, D. J. (1996). Product hierarchy and brand strategy influences on the order of entry effect for consumer packaged goods. Journal of Product Innovation Management, 13(1), 21–34. https://doi.org/10.1016/0737-6782(95)00088-7

Kim, B., & Kim, B. G. (2023). An explorative study of resilience influence on business performance of Korean manufacturing venture enterprise. Sustainability, 15(9). https://doi.org/10.3390/su15097218

King, C., Murillo, E., Wei, W., Madera, J., Tews, M. J., Israeli, A. A., & Kong, L. (2019). Towards a shared understanding of the service experience – A hospitality stakeholder approach. Journal of Service Management, 30(3), 410–428. https://doi.org/10.1108/JOSM-11-2018-0375

Koch, J., & Schermuly, C. C. (2021). Who is attracted and why? How agile project management influences employee’s attraction and commitment. International Journal of Managing Projects in Business, 14(3), 699–720. https://doi.org/10.1108/IJMPB-02-2020-0063

Kuckartz, U., & Rädiker, S. (2019). Analyzing qualitative data with MAXQDA: Text, audio, and video. Springer Nature Switzerland AG. https://doi.org/10.1007/978-3-030-15671-8

Lam, C., & Law, R. (2019). Readiness of upscale and luxury-branded hotels for digital transformation. International Journal of Hospitality Management, 79, 60–69. https://doi.org/10.1016/j.ijhm.2018.12.015

Landor. (2015). The Agility Paradox. Landor. https://landor-prod.imgix.net/app/uploads/2015/11/04143014/Landor_AgilityParadox_Int_09Dec2015.pdf

Lin, B. W. (2004). Original equipment manufacturers (OEM) manufacturing strategy for network innovation agility: The case of Taiwanese manufacturing networks. International Journal of Production Research, 42(5), 943–957. https://doi.org/10.1080/00207540310001622449

Mahmoud, A. B., Fuxman, L., Mohr, I., Reisel, W. D., & Grigoriou, N. (2021). “We aren’t your reincarnation!” workplace motivation across X, Y and Z generations. International Journal of Manpower, 42(1), 193–209. https://doi.org/10.1108/IJM-09-2019-0448

Mardian, M. T. (2024). Determinant of Agile leadership: A systematic literature review. KnE Social Sciences. https://doi.org/10.18502/kss.v9i11.15836

Martinez, S., Errasti, A., & Rudberg, M. (2015). Adapting Zara’s “Pronto Moda” to a value brand retailer. Production Planning & Control, 26(9), 723–737. https://doi.org/10.1080/09537287.2014.971526

Martinez-Moran, P. C., Urgoiti, J., Diez, F., & Solabarrieta, J. (2021). The digital transformation of the talent management process: A Spanish business case. Sustainability, 13(4). https://doi.org/10.3390/su13042264

Melegati, J., Goldman, A., Kon, F., & Wang, X. F. (2019). A model of requirements engineering in software startups. Information and Software Technology, 109, 92–107. https://doi.org/10.1016/j.infsof.2019.02.001

Miquel-Segarra, S. (2018). Twitter as a tool for customer service. The case of Mercadona. Revista Mediterranea Comunicacion-Journal of Communication, 9(1), 387–399. https://doi.org/10.14198/MEDCOM2018.9.1.24

Moliner-Tena, M. A., Monferrer-Tirado, D., & Estrada-Guillen, M. (2019). Customer engagement, non-transactional behaviors and experience in services A study in the bank sector. International Journal of Bank Marketing, 37(3), 730–754. https://doi.org/10.1108/IJBM-04-2018-0107

Noteboom, C., Ofori, M., Sutrave, K., & El-Gayar, O. (Eds.). (2021). Agile project management: A systematic literature review of adoption drivers and critical success factors. ScholarSpace. https://doi.org/10.24251/HICSS.2021.813

O’Keeffe, A., Ozuem, W., & Lancaster, G. (2016). Leadership marketing: An exploratory study. Journal of Strategic Marketing, 24(5), 418–443. https://doi.org/10.1080/0965254X.2014.1001867

Osei, C., Amankwah-Amoah, J., Khan, Z., Omar, M., & Gutu, M. (2019). Developing and deploying marketing agility in an emerging economy: The case of Blue Skies. International Marketing Review, 36(2), 190–212. https://doi.org/10.1108/IMR-12-2017-0261

Özsomer, A., Simonin, B., & Mandler, T. (2023). Marketing agility in subsidiaries: Market orientation and marketing program standardization as the “Twin Engines” of performance. Journal of International Marketing, 31(2), 6–24. https://doi.org/10.1177/1069031X221130740

Pant, M., Virdi, A. S., & Chaubey, D. S. (2020). Examining the effect of marketing innovations on GPMA: A study using the PLS-SEM approach. Global Business Review, 21(4), 1025–1036. https://doi.org/10.1177/0972150918779160

Peterson, M. (2019). A high-speed world with fake news: Brand managers take warning. Journal of Product & Brand Management, 29(2), 234–245. https://doi.org/10.1108/JPBM-12-2018-2163

Phoong, S. W., Phoong, S. Y., & Khek, S. L. (2022). Systematic literature review with bibliometric analysis on Markov Switching Model: Methods and applications. SAGE Open, 12(2). https://doi.org/10.1177/21582440221093062

Pirri, S., Lorenzoni, V., & Turchetti, G. (2020). Scoping review and bibliometric analysis of Big Data applications for medication adherence: An explorative methodological study to enhance consistency in literature. BMC Health Services Research, 20(1), Article 688. https://doi.org/10.1186/s12913-020-05544-4

Pöhlmann, M., de las Heras-Pedrosa, C., Seitz, J., & Jambrino-Maldonado, C. (2024a). Agile branding – just a buzzword or the answer of modern brand management to a dynamic environment? In Proceedings of the International Conference Marketing Trends. IMTC. https://archives.marketing-trends-congress.com/2024/pages/PDF/54.pdf

Pöhlmann, M., Seitz, J., Jambrino-Maldonado, C., & de las Heras-Pedrosa, C. (2024b). Conceptualizing Agile Branding: Dimensions and antecedents for managing brands in a dynamic environment. Administrative Sciences, 14(6), Article 112. https://doi.org/10.3390/admsci14060112

Preece, C., Kerrigan, F., & O’reilly, D. (2019). License to Assemble: Theorizing brand longevity. Journal of Consumer Research, 46(2), 330–350. https://doi.org/10.1093/jcr/ucy076

Purcarea, T., Ioan-Franc, V., Ionescu, S. A., Im Purcarea, Purca¬rea, V. L., Purcarea, I., Mateescu-Soare, M. C., Platon, O. E., & Orzan, A. O. (2022). Major shifts in sustainable consumer behavior in Romania and retailers’ priorities in Agilely adapting to it. Sustainability, 14(3). https://doi.org/10.3390/su14031627

Ram, J., & Liu, S. Q. (2018). Social media driven innovations: An exploratory study in China. Journal of Innovation Economics & Management, 3(27), 123–146. https://doi.org/10.3917/jie.027.0123

Rando-Cueto, D., Jambrino-Maldonado, C., Iglesias-Sánchez, P. P., & las Heras-Pedrosa, C. (2022). Trends and evolution of research on women’s entrepreneurship and communication in the scientific literature. Journalism and Media, 3(4), 665–681. https://doi.org/10.3390/journalmedia3040044

Rando-Cueto, D., Nuñez-Sánchez, J. M., Jambrino-Maldonado, C., Iglesias-Sánchez, P. P., & las Heras-Pedrosa, C. (2023). Bibliometric analysis and network mapping of the scientific literature on the influence of public relations on well-being and happiness. Anàlisi, 67, 65–86. https://doi.org/10.5565/rev/analisi.3562

Rego, L., Brady, M., Leone, R., Roberts, J., Srivastava, C., & Srivastava, R. (2022). Brand response to environmental turbulence: A framework and propositions for resistance, recovery and reinvention. International Journal of Research in Marketing, 39(2), 583–602. https://doi.org/10.1016/j.ijresmar.2021.10.006

Riedmeier, J., & Kreuzer, M. (2022). Me versus we: The role of luxury brand managers in times of co-creation. Journal of Business Research, 145, 240–252. https://doi.org/10.1016/j.jbusres.2022.02.085

Roy, S., Raju, A., & Mandal, S. (2017). An empirical investigation on e-retailer agility, customer satisfaction, commitment and loyalty. Business: Theory and Practice, 18, 97–108. https://doi.org/10.3846/btp.2017.011

Rozak, H., Adhiatma, A., Fachrunnisa, O., & Rahayu, T. (2021). Social media engagement, organizational agility and digitalization strategic plan to improve SMEs’ performance. IEEE Transactions on Engineering Management, 70(11). https://doi.org/10.1109/TEM.2021.3085977

Sanchez-Nunez, P., Cobo, M. J., Heras-Pedrosa, C. D. L., Pelaez, J. I., & Herrera-Viedma, E. (2020). Opinion mining, sentiment analysis and emotion understanding in advertising: A bibliometric analysis. IEEE Access, 8, 134563–134576. https://doi.org/10.1109/ACCESS.2020.3009482

Schmidt, H. J., & Redler, J. (2018). How diverse is corporate brand management research? Comparing schools of corporate brand management with approaches to corporate strategy. Journal of Product & Brand Management, 27(2), 185–202. https://doi.org/10.1108/JPBM-05-2017-1473

Schoemaker, P. J. H., Heaton, S., & Teece, D. (2018). Innovation, dynamic capabilities, and leadership. California Management Review, 61(1), 15–42. https://doi.org/10.1177/0008125618790246

Sophocleous, H. P., Masouras, A. N., & Anastasiadou, S. D. (2024). The impact of political marketing on voting behaviour of Cypriot voters. Social Sciences, 13(3), Article 149. https://doi.org/10.3390/socsci13030149

Stone, M., & Woodcock, N. (2013). Social intelligence in customer engagement. Journal of Strategic Marketing, 21(5), 394–401. https://doi.org/10.1080/0965254X.2013.801613

Swaminathan, V., Sorescu, A., Steenkamp, J.-B. E. M., O’Guinn, T. C. G., & Schmitt, B. (2020). Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of Marketing, 84(2), 24–46. https://doi.org/10.1177/0022242919899905

Tandon, L., Bhatnagar, T., & Sharma, T. (2024). Leadership agility in the context of organisational agility: A systematic literature review. Management Review Quarterly. https://doi.org/10.1007/s11301-024-00422-3

Thümler, N. (2023). Agility in marketing: A bibliometric analysis. Business: Theory and Practice, 24(1), 173–182. https://doi.org/10.3846/btp.2023.17090

Toniatti, C. de A., Guerreiro, M., Viana, C., & Pereira, L. N. (2023). Emerging branding trends in the Post-COVID world. Journal of Tourism, Sustainability and Well-Being, 11(2), Article 2.

Towers, N., Perry, P., & Chen, R. (2013). Corporate social responsibility in luxury manufacturer supply chains: An exploratory investigation of a Scottish cashmere garment manufacturer. International Journal of Retail & Distribution Management, 41(11–12), 961–972. https://doi.org/10.1108/IJRDM-05-2013-0100

Ülker, P., Ülker, M., & Karamustafa, K. (2023). Bibliometric analysis of bibliometric studies in the field of tourism and hospitality. Journal of Hospitality and Tourism Insights, 6(2), 797–818. https://doi.org/10.1108/JHTI-10-2021-0291

Ulrich, D., & Yeung, A. (2019). Agility: The new response to dynamic change. Strategic HR Review, 18(4), 161–167. https://doi.org/10.1108/SHR-04-2019-0032

Vaagen, H., Wallace, S. W., & Kaut, M. (2011). The value of numerical models in quick response assortment planning. Production Planning & Control, 22(3), 221–236. https://doi.org/10.1080/09537287.2010.498576

van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523–538. https://doi.org/10.1007/s11192-009-0146-3

Villegas-Ch., W., Criollo, S., Gaibor-Naranjo, W., & Palacios-Pacheco, X. (2022). Analysis of data from surveys for the identification of the factors that influence the migration of small companies to eCommerce. Future Internet, 14(11), Article 303. https://doi.org/10.3390/fi14110303

Yazıcı, A. M. (2024). The best change models for Asian business and management. In T. Endress & Y. F. Badir (Eds.), Business and management in Asia: Disruption and change (pp. 19–37). Springer Nature Singapore. https://doi.org/10.1007/978-981-99-9371-0_2

Zhang, J. Z., & Watson, G. F. (2020). Marketing ecosystem: An outside-in view for sustainable advantage. Industrial Marketing Management, 88, 287–304. https://doi.org/10.1016/j.indmarman.2020.04.023

Zhang, M., Wu, W. P., Yao, L., Bai, Y., & Xiong, G. (2014). Transnational practices in urban China: Spatiality and localization of Western fast food chains. Habitat International, 43, 22–31. https://doi.org/10.1016/j.habitatint.2014.01.003