Advances in Corporate Branding
This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, i
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JOHN M.T. BALMER, SHAUN M. POWELL, JOACHIM KERNSTOCK & TIM OLIVER BREXENDORF
jo ur nal of brand manag ement: advanced collections
Journal of Brand Management: Advanced Collections
Series Editors Tim Oliver Brexendorf Henkel Center for Consumer Goods WHU – Otto Beisheim School of Management Duesseldorf, Germany Joachim Kernstock Center of Competence for Brand Management St. Gallen, Switzerland Shaun M. Powell Faculty of Business University of Wollongong New South Wales, Australia
The Journal of Brand Management (JBM) has established itself as a leading journal in the field. Published by Palgrave it encompasses contributions from both academics and practitioners and covers topics such as brand strategy, brand measurement, luxury branding, brand architecture, corporate branding and research methods to name a few. The Journal of Brand Management: Advanced Collections series provides definitive and comprehensive coverage of broad subject areas. Books in the series are ideally used on PhD programmes or by upper level students looking for rigorous academic material on a popular subject area, and for scholars and discerning practitioners, acting as ‘advanced introductions.’ Organised thematically the series covers historically popular topics along with new and burgeoning areas that the journal has been instrumental in developing, showcasing the incremental and substantial contributions that the journal has provided. Each book is guest edited by a leading figure in the field alongside the Journal Editors who will provide a new leading article that will cover the current state of research in the specific area.
More information about this series at: http://www.springer.com/series/15099
Advances in Corporate Branding Edited by
John M. T. Balmer Brunel University London, UK
Shaun M. Powell University of Wollongong, Australia
Joachim Kernstock Center of Competence for Brand Management, Switzerland
and
Tim Oliver Brexendorf WHU – Otto Beisheim School of Management, Germany
Editors John M. T. Balmer Shaun M. Powell Brunel University London University of Wollongong United Kingdom Australia Joachim Kernstock Centre of Competence for Brand Management Switzerland
Tim Oliver Brexendorf WHU – Otto Beisheim School of Management Germany
Journal of Brand Management: Advanced Collections ISBN 978–1–352–00007–8 ISBN 978–1–352–00008–5 (eBook) DOI 10.1057/9781352000085 © The Editor(s) (if applicable) and The Author(s) 2017 The author(s) has/have asserted their right(s) to be identified as the author(s) of this work in accordance with the Copyright, Designs and Patents Act 1988. This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now
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