Iconic Brands’ Sustainability, Socioeconomic Contexts and the Nigerian Experience
Over the past two decades, iconic brands have garnered considerable attention due to their status as ideal brands. Although several studies have addressed cultural branding as a management tool for iconic brands, relatively limited literature has empirically examined iconic brands in socioeconomic contexts. As far as Nigeria is concerned, little research is related to the previous discourse. Consequently, the study investigated the socioeconomic contexts influencing iconic brands in Nigeria. The methodology involved using inductive thematic analysis to investigate selected companies’ annual reports and interview transcripts from top management officials. The sampling techniques were purposive with a theoretical undertone. The study identified the following socioeconomic contexts- insecurity, poor infrastructure, volatility of the economy, resilience, value co-creation, and communicative anchor of brand management. In addition, this study explored selected iconic corporate brands in the Nigerian environment, thereby enhancing the ongoing dialogue on product and service branding in other national contexts.
How to Cite
Copyright (c) 2024 Anthony Okoeguale
This work is licensed under a Creative Commons Attribution 3.0 Unported License.
(APC) Article and submissions processing charges
ISR does not ask for articles and submissions processing charges APC
Authors who publish in this journal agree to the following points:
- Authors retain the rights to their work and give to the journal the right of first publication of the work, simultaneously licensed under a Creative Commons License. This attribution allows others to share the work, indicating the authorship and initial publication in this journal.
- The authors may enter into other agreements with non-exclusive license to distribute the published version of the work (eg. deposit it in an institutional archive or publish it in a monograph), provided to indicate that the document was first published in this journal.
- Authors can distribute their work online (eg. on their website) only after the article is published (See The Effect of Open Access).