Future challenges and opportunities in brand management: An introduction to a commemorative special issue

被引：6
|
作者：
Brexendorf, Tim [1 ]
Kernstock, Joachim [1 ]
Powell, Shaun [1 ]
机构：
[1] Univ Wollongong, Sch Management Operat & Mkt, Fac Business, Wollongong, NSW, Australia
来源：
JOURNAL OF BRAND MANAGEMENT | 2014年 / 21卷 / 09期
关键词：
brand management; research directions; future research; inspiring ideas;
D O I：
10.1057/bm.2015.2
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This commemorative special issue of the Journal of Brand Management has been developed in celebration of 21 years of the Journal. It features seven invited articles from some of the leading thinkers in our field covering a variety of contemporary topics. In this editorial we introduce the seven articles and also delineate five relevant challenges and opportunities to help improve the practical impact of research in our field. It is our hope this timely special issue stimulates the various academic and practitioner brand communities to help orientate future research, while also delivering inspiring ideas for practical implementation in brand management.
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页码：685 / 688
页数：4
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