Brands and Branding: Research Findings and Future Priorities
Abstract
Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the...
Paper Details
Title
Brands and Branding: Research Findings and Future Priorities
Published Date
Nov 1, 2006
Journal
Volume
25
Issue
6
Pages
740 - 759
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Notes
History