This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date.
This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate...
This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and...
This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and schola...
Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management.
Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand...
