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. Illustrating the significant depth and breadth of research in brand management, contributors explore both …

radically new features should be innovated? * How can marketing and R&D be integrated? * How can the value of brand names be …

?': Residents and identity politics in place and space -- 5. In search of a place brand identity model / Magdalena Florek -- 6. From … participation to transformation: The multiple roles of residents in the place brand creation process / Alia El Banna and Ioana S … challenging methodologies and theoretical assumptions. Chapters explore interdependencies among residents, visitors, brand …

This important Handbook explores new and emerging directions in both brand management research and practice. It … encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand … management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks …