Systematic Theory Mapping: Deciphering Causal Complexity of Brand Externalities

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aut.relation.endpage115
aut.relation.issue1
aut.relation.journalJournal of Macromarketing
aut.relation.startpage81
aut.relation.volume44
dc.contributor.authorPadela, Shoaib M Farooq
dc.contributor.authorWooliscroft, Ben
dc.contributor.authorGanglmair-Wooliscroft, Alexandra
dc.date.accessioned2024-03-18T23:03:49Z
dc.date.available2024-03-18T23:03:49Z
dc.date.issued2023-03-03
dc.description.abstractThis paper presents Systematic Theory Mapping (STM), a comprehensive and systematic method, as the first step toward defining and dealing with complex and wicked problems. Social systems exhibit a messy, multifaceted, and multi-level composite of problems characterized by causal complexities and non-linear interactions of numerous contributing variables. Exploring such a wicked composite of problems for causal explanations and theory building through reductionist empiricism is unrealistic, expensive, and futile. Systems thinking is required to understand the configurations driving wicked problems and navigate their causal complexities. We construed brand externalities as a wicked problem and provided an illustrative example for STM. A systematic narrative review is used to amalgamate diverse stakeholder perspectives and capture the structures and processes that generate brand externalities. System dynamics, employing a causal loop diagram, is used to organize the findings and develop a causal theory of brand externalities. The proposed method can help scholars, managers, and policymakers better define complex managerial and social problems and identify the likely consequences of their actions.
dc.identifier.citationJournal of Macromarketing, ISSN: 0276-1467 (Print); 1552-6534 (Online), SAGE Publications, 44(1), 81-115. doi: 10.1177/02761467231157616
dc.identifier.doi10.1177/02761467231157616
dc.identifier.issn0276-1467
dc.identifier.issn1552-6534
dc.identifier.urihttp://hdl.handle.net/10292/17337
dc.languageen
dc.publisherSAGE Publications
dc.relation.urihttps://journals.sagepub.com/doi/10.1177/02761467231157616
dc.rights© The Author(s) 2024. Creative Commons License (CC BY-NC 4.0). This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
dc.rights.accessrightsOpenAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/
dc.subject35 Commerce, Management, Tourism and Services
dc.subject3507 Strategy, Management and Organisational Behaviour
dc.subject1399 Other Education
dc.subject1505 Marketing
dc.subject2103 Historical Studies
dc.subjectMarketing
dc.subject3506 Marketing
dc.titleSystematic Theory Mapping: Deciphering Causal Complexity of Brand Externalities
dc.typeJournal Article
pubs.elements-id495962
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