TOC: J Brand Man
Introduction
Journal of Brand Management, 19(8)
Selecting the right brand name: An examination of tacit and explicit linguistic knowledge in name translations
–Bernd Schmitt and Shi Zhang [] []
Nostalgic brands as mood boosters
–Ulrich R Orth and Steffi Gal [] []
Assessing the revival potential of brands from the past: How relevant is nostalgia in retro branding strategies?
–Eleonora Cattaneo and Carolina Guerini [] []
Brand equity in the business-to-business context: Examining the structural composition
–Galina Biedenbach [] []
Brands in texts: Attitudinal effects of brand placements in narrative fiction
–Lars Erling Olsen and Even Johan Lanseng [] []
Branding as a communications strategy: A framework for desired brand identity
–Francois Robichaud, Andre Richelieu and Robert Kozak [] []
| The Hardware and Software Behind ELMAR Is Paid for with ÂÜÀòÉç¹ÙÍø Dues Please Support ELMAR by or renewing your membership |