Series Introduction: Meaning of Research and Research on (Brand) Meaning

Review of Marketing Research, now in its 12th volume, has emerged as an important publication covering the areas of marketing research with a more comprehensive state-of-the-art orientation. The papers in this publication review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss future developments, as well as present specific empirical studies. The first 12 volumes have featured some of the top researchers and scholars in our discipline who have reviewed an array of important topics. The response to the first 11 volumes has been truly gratifying and we look forward to the impact of the 12th volume with great anticipation.