A Research Agenda for Brand Management in a New Era of Consumerism

Elgar Research Agendas

Edited by Ceridwyn King, White Lodging Services Head and Professor, White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management, Purdue University, US and Enrique Murillo, Professor of Marketing, Facultad de Ciencias Económicas y Empresariales, Universidad Panamericana, Mexico

跟踪消费主义在ti的巨变me, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.

‘King and Murillo’s edited volume level sets the agenda for advancing our understanding of foundational branding topics including brand experience, brand co-creation, brand design, and brand architecture. These thoughtful contributions will inspire the scholarly work of doctoral students and scholars for years to come.’
– Susan Fournier, Boston University, US

‘Professors King and Murillo have edited a must-read volume for any researcher interested in the brand management field. The different chapters address the key changes in brand management that are arising as a response to the new consumer demands and provide inspiring avenues for future research.’
– Oriol Iglesias, ESADE Business School, Spain