Issues

Special Issue: Trajectories for Future Research on Branding. Guest Editors: Bernard Cova, Luigi Cantone, Pierpaolo Testa

Giving form to future branding realities

Bernard Cova; Luigi Cantone; Pierpaolo Testa
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Figures in the carpet of branding

Stephen Brown
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Algorithmic branding through platform assemblages: core conceptions and research directions for a new era of marketing and service management

Robert V. Kozinets
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Towards a theory of brand love in services: the power of identity and social relationships

Aaron Ahuvia; Elif Izberk-Bilgin; Kyungwon Lee
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Navigating the emergence of brand meaning in service ecosystems

Jonathan J. Baker; Julia A. Fehrer; Roderick J. Brodie
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The invisible leash: when human brands hijack corporate brands' consumer relationships

Johann N. Giertz; Linda D. Hollebeek; Welf H. Weiger; Maik Hammerschmidt
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