Journal of Brand Management: year end review 2020
RIS ID
145847
Abstract
2020, Springer Nature Limited. This is a review and reflection on some of the themes published within the Journal of Brand Management during 2020, plus extrapolation of future research avenues. Themes discussed include (1) co-creation, (2) brand naming, (3) brand support and leadership, (4) digital branding, (5) luxury branding, (6) corporate branding.
Publication Details
Powell, S. (2020). Journal of Brand Management: year end review 2020. Journal of Brand Management,