Five areas to advance branding theory and practice

Melewar, T. C. and Nguyen, Bang (2014) Five areas to advance branding theory and practice. Journal of Brand Management, 21 (9). pp. 758-769. ISSN 1350-231X

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Abstract

The paper suggests five areas to advance branding theory and practice based on the authors’ recent work in brand management.
In this commentary, we aim to put forward suggestions and ideas for further research in brand management; ideas, which we believe will have an impact on the way branding is researched and practiced by both academics and practitioners alike. We will focus on the future of branding in the following areas, inspired by our own work in the field: (1) branding in higher education, (2) branding in Asia Pacific, (3) brand ambidexterity, (4) brand innovation on social media, and (5) brand likeability.

Item Type: Article
Additional Information: ESSN: 1479-1803, Special Issue: Future Challenges and Opportunities in Brand Management
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 18971
Notes on copyright: This is a post-peer-review, pre-copyedit version of an article published in Journal of Brand Management. The definitive publisher-authenticated version Melewar, T. C. , Nguyen, Bang (2014) ‘Five areas to advance branding theory and practice’, Journal of Brand Management, 21 (9). pp. 758-769. doi:10.1057/bm.2014.3 is available online at: http://dx.doi.org/10.1057/bm.2014.31
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Depositing User: Tc Melewar
Date Deposited: 07 Mar 2016 12:10
Last Modified: 06 Dec 2016 17:02
URI: http://eprints.mdx.ac.uk/id/eprint/18971

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