Five areas to advance branding theory and practice

T. C. Melewar, Bang Nguyen*

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Abstrakt

The article presents an overview of areas that advance branding theory and practice based on the authors' recent work in brand management. These include branding in higher education, branding in Asia Pacific, brand ambidexterity, brand innovation on social media and brand likeability. Examples of implications are given and potential areas for further research are discussed.

OriginalsprogEngelsk
TidsskriftJournal of Brand Management
Vol/bind21
Udgave nummer9
Sider (fra-til)758-769
Antal sider12
ISSN1350-231X
DOI
StatusUdgivet - 4. dec. 2015
Udgivet eksterntJa

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