Brand orientation : Past, Present, and Future

• The articles in this special issue contribute to the advances and development in the scholarship of brand orientation. They encompass a wide range of sub-topics, and collectively offer a unique insight into the still-emerging concept and new paradigm of brand orientation. In the process, they show how researchers across the world are contributing to the advancement of theory and practice. Our open-minded Call for Papers yielded fruitful cross-fertilisation and innovative perspectives. This special issue can thus be claimed to be a milestone in the enhanced understanding of the concept of brand orientation, and we are delighted to have had the privilege of being its Guest Editors.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

brand orientation

Publikations- och innehållstyp

art (ämneskategori)

ref (ämneskategori)