Strapline:An International Journal
Table of contents - Special Issue: Advancing Branding Research: A Qualitative Agenda
The paper aims to examine the concept of brand-building. The emphasis is on corporate brand-building and brand heritage in the firm, and the differing influences of…
– The purpose of this paper is to describe company renaming as a process among small firms, including the events and actors in and the reasons for company renaming.
The purpose of this paper is twofold. First, propositions in an existing conceptual framework are empirically explored to note whether and how brand meaning gaps exist for…
– The purpose of this paper is to elaborate on a novel multi-modal enabling technique for contextualising brand consumption experiences.
Online date, start – end:1998
Copyright Holder:Emerald Publishing Limited
- Dr Fiona Spotswood