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 revitali-zation 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 catego-ries 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 ex-isting 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 sys-tematic literature review and thematic examination of the subject of brand revitalization over a sizea-ble period of 1984-2020.The analysis examines the existing literature on the subject in order to sum-marize its current state and suggest possible future directions.
Key words: Brand Revitalization, Systematic Literature Review, Terminology, Definitions, Thematic analysis
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