Managers´ Views on Narrowing the Relevance-Gap in Brand Research – Results from an Exploratory Study
(R2024-122490)

AUTHORS

Joern Redler, Dr., Mainz University of Applied Sciences; Sascha Gres, Harwin

ABSTRACT

The paper refers to the relevance gap between research and managerial practice in the field of branding. It reports a study that draws on qualitative interviews with marketing managers to explore ideas on ways to narrow the gap. The results also identify interfaces between managers and research, their perceptions of the gap, and the reasons for its existence. The findings contribute to research on relevance of brand research and urge better engagement with managers and modified dissemination of results to the managerial community. The study takes a consistent managerial view, making it one of the first of its kind.