Leyland Pitt, Simon Fraser University

Jan Kietzmann, University of Victoria

Joey Lam, Trinity Western University

This special issue addresses the phenomenon of enshittification—the progressive deterioration of products, services, platforms, and brand experiences that initially attracted consumers through convenience and trust, but later reduced quality, added surveillance, intensified monetization, or fragmented offerings. While related issues like service decline and planned obsolescence have been studied separately, this call seeks to establish enshittification as an integrative framework within product and brand management research.

The issue emphasizes the consumer perspective, particularly how degradation affects those who have embedded these offerings in their identities and routines. Drawing on theories of extended self, the call recognizes that product deterioration may be experienced as emotional and personal violation, opening research opportunities around consumer attachment, trust, resistance, and long-term brand relationships. The issue invites conceptual, empirical, and methodological contributions across marketing, consumer research, information systems, strategy, and related fields to advance theory and inform practice.

Appel publié par Journal of Product & Brand Management. Voir l'appel sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• Enshittification as product and brand management phenomenon
• Extended self and consumer responses to product degradation
• Enshittification through addition: surveillance and monetization
• Enshittification through subtraction: feature removal
• Enshittification through division: subscription-dependent ecosystems
• Enshittification through multiplication: product complexity
• Internet of Things and erosion of ownership
• Consumer resistance and coping strategies
• Brand trust and reputational consequences
• Regulatory and ethical dimensions
• Organizational antecedents and shareholder primacy
• Strategies for avoiding or reversing enshittification
• Cross-industry and cross-cultural comparisons
• Methodological approaches to quality deterioration

Timeline

• January 10, 2026: Opening date for manuscript submissions
• January 2, 2027: Closing date for manuscript submissions

Pramod Iyer, Kennesaw State University

Arezoo Davari, Eastern Washington University

Hyunju Shin, Kennesaw State University

Atanas Nik Nikolov, Kennesaw State University

B2B branding faces evolving challenges as markets grow more complex and digital. Organizations increasingly recognize branding's value for securing partnerships, improving retention, commanding premium prices, and attracting talent. However, contemporary pressures—including digital transformation, artificial intelligence, sustainability concerns, and global market complexities—have intensified the need for distinct value propositions while shifting buyer focus toward trust and credibility.

Research on B2B branding often adapts B2C models, creating a significant gap in context-specific theories and frameworks tailored to B2B environments. Additionally, B2B marketers face mounting pressure to demonstrate immediate return on investment despite budget cuts, creating tension between long-term brand building and short-term performance demands. This special issue seeks conceptual and empirical research advancing B2B branding theory with actionable insights for practitioners addressing these unique challenges.

Appel publié par Journal of Product & Brand Management. Voir l'appel sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• Balancing long-term branding objectives with short-term performance expectations
• Dark side of B2B branding including brand betrayal and opportunism
• Repositioning B2B brands in global and cultural contexts
• Aligning stakeholder expectations in B2B brand management
• Internal branding and employee loyalty in B2B organizations
• Communicating brand value among B2B relationship partners
• Digital and AI transformation impact on B2B brand management
• Value creation through B2B branding
• B2B-specific branding theories beyond B2C frameworks
• Measuring financial and non-financial value of B2B branding investments
• Brand failures, reputational crises and recovery strategies in B2B markets
• Ethical dilemmas in B2B branding

Timeline

• January 12, 2026: Opening date for manuscripts submissions
• March 13, 2027: Closing date for manuscripts submission