Journal of Brand Management-Year end review 2015
RIS ID
104518
Abstract
A review and reflection on the research published in the Journal of Brand Management throughout 2015 that included two ground breaking special issues focused on the themes of: (i) Development and management of brands in China; (ii) Corporate heritage brands. Five other themes are also identified within the Volume; (iii) Brand measurement; (iv) Brand naming; (v) Rebranding; (vi) Brand and line extensions; and (vii) Anti-branding.
Publication Details
Powell, S. M. (2015). Journal of Brand Management-Year end review 2015. Journal of Brand Management, 22 (9), 715-720.