Five areas to advance branding theory and practice

Journal of Brand Management

Volumn 21, Issue 9, 2015, Pages 758-769

  Melewar, T C ^a   Nguyen, Bang ^b  

^a MIDDLESEX UNIVERSITY BUSINESS SCHOOL   (United Kingdom)

^b EAST CHINA UNIVERSITY OF SCIENCE AND TECHNOLOGY   (China)

Author keywords

brand ambidexterity; brand innovation on social media; brand likeability; branding in Asia pacific; branding in higher education

Indexed keywords

EID: 84926394212     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/bm.2014.31     Document Type: Review

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