Brand orientation : Past, Present, and Future
(2013) In Journal of Marketing Management 29(9-10). p.973-980- Abstract
- 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.
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/10ad3536-c92a-4d72-a587-e1b3e9c213f5
- author
- Baumgarth, Carsten ; Merrilees, Bill and Urde, Mats LU
- organization
- publishing date
- 2013
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- brand orientation
- in
- Journal of Marketing Management
- volume
- 29
- issue
- 9-10
- pages
- 7 pages
- publisher
- Westburn Publishers
- external identifiers
-
- scopus:84883624631
- ISSN
- 1472-1376
- DOI
- 10.1080/0267257X.2013.817768
- language
- English
- LU publication?
- yes
- id
- 10ad3536-c92a-4d72-a587-e1b3e9c213f5
- date added to LUP
- 2017-06-30 10:13:00
- date last changed
- 2022-04-25 00:56:12
@misc{10ad3536-c92a-4d72-a587-e1b3e9c213f5,
abstract = {{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.}},
author = {{Baumgarth, Carsten and Merrilees, Bill and Urde, Mats}},
issn = {{1472-1376}},
keywords = {{brand orientation}},
language = {{eng}},
number = {{9-10}},
pages = {{973--980}},
publisher = {{Westburn Publishers}},
series = {{Journal of Marketing Management}},
title = {{Brand orientation : Past, Present, and Future}},
url = {{http://dx.doi.org/10.1080/0267257X.2013.817768}},
doi = {{10.1080/0267257X.2013.817768}},
volume = {{29}},
year = {{2013}},
}