Unveiling Contemporary Dimensions Of Brand Revitalization Through Systematic Literature Review And Thematic Analysis

Abstract

Purpose – Intense competition and other market dynamics have shortened the Product Life Cycles, making the declining brands rally for attention and revitalization. Brand revitalization has caught the attention of industry and academia equally. The extant literature towards brand revitalization is in emerging stage, which needs systematic categorization to understand the concept and current body of knowledge. The aim of this paper is to provide categorization and thematic analysis of the predominant works on brand revitalization through systematic review of literature.
Design/methodology/approach- In total, 64 articles were obtained from 46 different journals using inclusion and exclusion criteria, sequentially arranged and classified into different dimensions based on need of analysis. Subsequently thematic analysis was employed to delve further into brand revitalization topic within these dimensions.
Findings- Variations were found in different dimensions as per timeline trend, publication trend, key terms, definitions analysis and research design. On conducting thematic review, three distinct categories were identified, each of which included seven distinguishable sub-themes.
Research limitations/implications – The review was led by taking in account peer review journals with inclusion criteria, limiting the findings. The systematic overview and thematic analysis of the existing literature would aid academicians in comprehending previous streams of work and pursuing a specific line of inquiry in furthering the understanding of the concept of brand revitalization, as well as setting applicable and relevant research agendas.
Originality/value – To the best of the understanding, to date, this is the first research to perform a systematic literature review and thematic examination of the subject of brand revitalization over a sizeable period of ‘1984-2020’.The analysis examines the existing literature on the subject in order to summarize its current state and suggest possible future directions