Abstract
Irrationality and its transposition into theory of consumer behaviour is generally considered to be one of the leading trends in contemporary managerial research. It becomes to be notoriety without need of its verification in conditions of specifics of managerial practice across products and markets. However, there are still platforms for discussion about its impact on current state of knowledge. One of these platforms is brand management. On the one hand – the most dominant brand value source is its image creating attribute where irrationality has its undisputable position but on the other hand – qualitative attributes of brand are still considered as significant. Thus, the rationality is highlighted in scope of branding. Therefore, the schism between rationality and irrationality is visible. The aim of this paper is to identify the position of irrationality in the branding trendology. Methodologically, VOSviewer has been used as a basic research platform for the bibliometric analysis of contemporary scientific literature. We have found out, that there is a significant discrepancy between trends in branding theory worldwide and in Slovak Republic. Thus, we create platform to discuss about the applicability of branding patterns which have been modified in scope of irrationality and questioning the existence of Homo Oeconomicus.
Highlights
Consumption is an integral part of human existence
The aim of the paper was to identify the position of irrationality in the branding trendology
It has been at the beginning of the research expected that irrationality and behaviourism would be relevant to trendology worldwide where image is perceived as main brand value source
Summary
Consumption is an integral part of human existence. It can be considered as a driving force for the sustainable development of national economies. Consumption, which accelerates business activity and the development of national economies, is the subject of macroeconomic research, on the other hand, it transcends at the micro level through almost all business activities. Since behaviour as such is a cross-cutting sociological-psychological category, its examination in the context of consumption as a purely economic category explicitly requires the application of a behavioural approach. Their groupings, acquire, use, hold or dispose of goods and services with the intention of increasing their satisfaction and saturating their living needs while maximizing the usefulness gained [4,5] The fact that these processes are not always efficient is in favour of rejecting the theory of rationality. According to Wansink, a significant part of the products purchased (more than 12%) is never used [6]
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