Mats Urde
Universitetslektor
Brand orientation : Past, Present, and Future
Författare
Summary, in English
The articles in this special issue contribute to the advances and development in the scholarship of brand orientation. They encompass a wide range of sub-topics, and collectively offer a unique insight into the still-emerging concept and new paradigm of brand orientation. In the process, they show how researchers across the world are contributing to the advancement of theory and practice. Our open-minded Call for Papers yielded fruitful cross-fertilisation and innovative perspectives. This special issue can thus be claimed to be a milestone in the enhanced understanding of the concept of brand orientation, and we are delighted to have had the privilege of being its Guest Editors.
Avdelning/ar
- Företagsekonomiska institutionen
Publiceringsår
2013
Språk
Engelska
Sidor
973-980
Publikation/Tidskrift/Serie
Journal of Marketing Management
Volym
29
Issue
9-10
Dokumenttyp
Artikel i tidskrift
Förlag
Westburn Publishers
Ämne
- Business Administration
Nyckelord
- brand orientation
Status
Published
ISBN/ISSN/Övrigt
- ISSN: 1472-1376