Current Issues in Brand Research

DOI Web Site 1 Citations 30 References Open Access
  • Kubota Yukihiko
    Leader of Brand and Communication Research Workshop / School of Business, Aoyama Gakuin University
  • Akutsu Satoshi
    Member of Brand and Communication Research Workshop / School of International Corporate Strategy, Hitotsubashi University Business School
  • Yoda Takuro
    Member of Brand and Communication Research Workshop / Graduate School of Business Administration, Keio University
  • Sugitani Yoko
    Member of Brand and Communication Research Workshop / Faculty of Economics, Sophia University

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Other Title
  • ブランド研究の現状と課題

Description

<p>Brand continues to be an important academic topic in marketing. In this article, four brand researchers present and discuss current issues in expanding brand research. This article has an omnibus format consisting of four short papers that are discussed in the following order: 1. Influence of corporate brand on organization (Akutsu); 2. Effect of branding in BtoB marketing (Yoda); 3. Function of brand in BtoC marketing (Sugitani); and 4. Environmental changes around brand consumption (Kubota). These papers all include the important theme of brand, and their content clarifies various aspects of modern brand research through analyses from the different perspectives of four researchers in this field.</p>

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