Brand Man
Introduction
A Research Agenda for Brand Management in a New Era of Consumerism
Book edited by Ceridwyn King, Purdue University, US and Enrique Murillo, Universidad Panamericana, Mexico.
Introducing A Research Agenda for Brand Management in
a New Era of Consumerism
Enrique Murillo and Ceridwyn King
PART I FOUNDATIONS OF BRAND MANAGEMENT RESEARCH
1 Design-led brand management: a new territory
Catarina Lelis, Beatriz Itzel Cruz-Megchun and Yujia Huang
2 The emergence and evolution of corporate branding
Nicholas Ind
3 Brand architecture: a literature review and future research directions
M. Berk Talay, M. Billur Akdeniz and Janell D. Townsend
4 How does brand equity work? A review of theory and a research agenda
Salvador del Barrio-Garc穩a, Mar穩a Eugenia, Rodr穩guez-L籀pez and lvaro J. Rojas-Lamorena
5 Brand value co-creation: field emergence, applications, measurement and future research directions
Michela Mingione and Samuel Kristal
6 Consumer responses to branding
Kevin Kam Fung So, Jing Li and Hyunsu Kim
7 A roadmap of brand experience
Lia Zarantonello and Daniela Andreini
8 Reflections on brand communities academic research
Cleopatra Veloutsou
9 A theoretical framework exploring three foundational benefits of brand attachment
Andreas B. Eisingerich, Deborah J. MacInnis, and C. Whan Park
10 The coming of age of internal brand management research: Looking back to look forward
Ceridwyn King, Enrique Murillo and Lina Xiong
PART II SPECIAL INTEREST BRANDING RESEARCH
11 B2B branding: a review and research agenda for turbulent times
Susan M. Mudambi
12 Destination branding
Asli D.A. Tasci and Ady Milman
13 Third-party employment branding: current status and future directions
Filip Lievens, Mukta Srivastava and Gordhan K. Saini
14 Building brands for nonprofit organisations: a review of current themes and future research directions
Zoe Lee
15 Luxury brand research: four decades of innovation
Charles Aaron Lawry