Journal of Brand Management: year end review 2020

Shaun M. Powell ()
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Shaun M. Powell: University of Wollongong

Journal of Brand Management, 2020, vol. 27, issue 6, No 1, 623-628

Abstract: Abstract This is a review and reflection on some of the themes published within the Journal of Brand Management during 2020, plus extrapolation of future research avenues. Themes discussed include (1) co-creation, (2) brand naming, (3) brand support and leadership, (4) digital branding, (5) luxury branding, (6) corporate branding.

Keywords: Co-creation; Luxury branding; Brand prominence; Brand naming; Corporate branding; Internal branding; Brand support and leadership; Digital branding; Future brand research (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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DOI: 10.1057/s41262-020-00209-3

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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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