When and why does the name of the brand still matter?

Round

doi:10.1108/EJM-06-2016-0360

All Outputs (2)

Creative Destruction? Exploring the deliberate destruction of possessions by consumers (2024)
Journal Article
Round, D. (in press). Creative Destruction? Exploring the deliberate destruction of possessions by consumers. Journal of Consumer Culture,

When and why does the name of the brand still matter? (2017)
Journal Article
Round. (2017). When and why does the name of the brand still matter?. European Journal of Marketing, 2118 - 2137. https://doi.org/10.1108/EJM-06-2016-0360

Purpose The purpose of this paper is to fill a current gap in the literature, through the development of theory concerned with changes that occur over time to the functions and importance of the brand name element of a branded entity. Design/meth... Read More about When and why does the name of the brand still matter?.