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Mats Urde . photo

Mats Urde

Senior lecturer

Mats Urde . photo

Brand orientation : Past, Present, and Future

Author

  • Carsten Baumgarth
  • Bill Merrilees
  • Mats Urde

Summary, in English

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.

Department/s

  • Department of Business Administration

Publishing year

2013

Language

English

Pages

973-980

Publication/Series

Journal of Marketing Management

Volume

29

Issue

9-10

Document type

Journal article (comment)

Publisher

Westburn Publishers

Topic

  • Business Administration

Keywords

  • brand orientation

Status

Published

ISBN/ISSN/Other

  • ISSN: 1472-1376