TOC: J Brand Man
Introduction
Journal of Brand Management, 22(4)
Three’s company: Investigating cognitive and sentiment unit imbalance in co-branding partnerships
–Stacey M Baxter and Jasmina Ilicic [] [Google Scholar]
A behavioural long-term based measure to monitor the health of a brand
–Abas Mirzaei, David Gray, Chris Baumann, Lester W Johnson and Hume Winzar [] []
Measuring the short-term spillover impact of a product recall on a brand ecosystem
–Robert Mackalski and Jean-Francois Belisle [] []
To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes
–Subhadip Roy and Soumya Sarkar [] []
