Issues

Special Issue: Branding and the marketing of technological and industrial products. Guest Editors: T.C. Melewar, Lynn L.K. Lim

Shaping the body and technology: Discursive implications for the strategic communication of technological brands

Margo Buchanan‐Oliver; Angela Cruz; Jonathan E. Schroeder
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Mobile phone choice: technology versus marketing. The brand effect in the Italian market

Luca Petruzzellis
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Marketplace footprints: connecting marketing communication and corporate brands

Harlan E. Spotts; Marc G. Weinberger
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Branding of post‐purchase ancillary products and services: An application in the mobile communications industry

William E. Baker; Donald Sciglimpaglia; Massoud Saghafi
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“Living the brand”: brand orientation in the business‐to‐business sector

Carsten Baumgarth
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Business to business branding: external and internal satisfiers and the role of training quality

Stuart Roper; Gary Davies
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Product brand differentiation and dual‐channel store performances of a multi‐channel retailer

Ruiliang Yan
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Editorial

Branding and marketing of technological and industrial products

T.C. Melewar; Lynn Lim
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