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Five areas to advance branding theory and practice · Study

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ArticleFive areas to advance branding theory and practice

T.C. Melewar2014

Article2014

Five areas to advance branding theory and practice

T.C. Melewar · Bang Nguyen

61 citations·0/0 files stored·Journal of Brand Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

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References

1997Dynamic capabilities and strategic management 1991Exploration and Exploitation in Organizational Learning 2007Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance 2000The Promise of Entrepreneurship as a Field of Research 2001Knowledge Management: An Organizational Capabilities Perspective 1985Influence : science and practice 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 2011Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand

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2015Brand innovation and social media: Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability 2016Brand ambidexterity and commitment in higher education: An exploratory study 2017The Importance of Ethics in Branding: Mediating Effects of Ethical Branding on Company Reputation and Brand Loyalty 2019Branding higher education: an exploration of the role of internal branding on middle management in a university rebrand 2016

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Details

Year2014

Typearticle

Published2014-11-28

VenueJournal of Brand Management

ISSN-L1350-231X

Languageen

Citations61

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1057/bm.2014.31

openalex_workW2069025955

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