Trending topics plus future challenges and opportunities in brand management

Urša Golob, Mark A. P. Davies, Joachim Kernstock and Shaun M. Powell ()
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Urša Golob: University of Ljubljana
Mark A. P. Davies: Teesside University Business School
Joachim Kernstock: Competence Centre for Brand Management
Shaun M. Powell: University of Wollongong

Journal of Brand Management, 2020, vol. 27, issue 2, No 1, 123-129

Abstract: Abstract An analysis and review by the Journal editors of publications over recent years to identify trending topic areas, plus an overview of some challenges and opportunities facing brand management today.

Keywords: Market disruption; Branding research; Marketing technology; Social responsibility; Sustainability; Social media; Brand equity; Corporate branding; Developing countries; Digital branding; Internal marketing; Integrated brand communication (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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DOI: 10.1057/s41262-019-00184-4

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Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

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