RT Journal Article
T1 Conceptualizing Agile Branding: Dimensions and Antecedents for Managing Brands in a Dynamic Environment.
A1 Pöhlmann, Michaela
A1 Seitz, Jürgen
A1 Jambrino-Maldonado, Carmen
A1 De-las-Heras-Pedrosa, Carlos
K1 Aprendizaje conceptual - Marketing
K1 Gestión de marketing
K1 Marcas (Marketing) - Estudio de casos
AB Traditional branding approaches take too long to react to today’s dynamic environment.Agile branding offers a promising approach and might be the contemporary answer to the demandsof our digitalized world. While scientists state that an agile approach to branding is essentialnowadays, there is a lack of knowledge on how agile branding can be conceptualized and appliedin practice. This article aims to provide a better understanding of agile branding by identifying itsdimensions and antecedents. This study pursued a multi-method approach: a systematic literaturereview was conducted, followed by qualitative semi-structured interviews with eleven experts and agroup discussion with five participants. Applying the dynamic capabilities perspective, the authorsidentify five dimensions, including 20 antecedents of agile branding: (a) leadership style and culture,(b) employee skills and competencies, (c) technology and methods, (d) stakeholder and feedbackintegration, and (e) ambidexterity. The critical challenge of agile branding is to balance brandcontinuity and adaptation. The study is the first to conceptualize agile branding, offering scientistsand practitioners values and principles on how brands can be managed and further evolved in aconstantly changing world to stay relevant in the market and ahead of the competition.
PB MDPI
YR 2024
FD 2024-05-24
LK https://hdl.handle.net/10630/31686
UL https://hdl.handle.net/10630/31686
LA eng
NO Pöhlmann M, Seitz J, Jambrino-Maldonado C, de las Heras-Pedrosa C. Conceptualizing Agile Branding: Dimensions and Antecedents for Managing Brands in a Dynamic Environment. Administrative Sciences. 2024; 14(6):112. https://doi.org/10.3390/admsci14060112
NO Partial funding for open access charge: Universidad de Málaga
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 1 mar 2026