Journal of Brand Management - Year end review 2016
RIS ID
112455
Abstract
A review and reflection on key topics plus extrapolation of future research avenues from within the Journal of Brand Management during 2016 that included a special issue focused on the themes of (i) Corporate identity, branding, marketing, communication, and reputation. Seven additional themes within the Volume are identified: (ii) Brand engagement, (iii) Brand orientation, (iv) Brand counterfeiting and protection, (v) Online and digital branding, (vi) Brand and product naming, (vii) City branding, and (viii) branding in Higher Education.
Publication Details
Powell, S. M. (2016). Journal of Brand Management - Year end review 2016. Journal of Brand Management, 23 (6), 601-611.