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The Trouble with Brands: Provocations and Possibilities

This e-book has its origins in the 2014 conference “The Trouble with Brands: Provocations and Possibilities” held at the Hertfordshire Business School under the auspices of the UK Academy of Marketing’s Special Interest Group on Brand, Identity and Corporate Reputation. For this e-book we have selected six articles addressing three themes. Those themes are brand co-creation (the first article in the issue), stakeholder brand-building in business-to-business markets (the next two articles), and brand communication in consumer markets (the final three articles).


Content strategies and audience response on Facebook brand pages,Corporate brand as a contract with stakeholders – theology or pragmatism?,Customer brand co-creation: a conceptual model,Determining the causal relationships that affect consumer-based brand equity: the mediating effect of brand loyalty,Guest Editorial: Special Issue on “The Trouble with Brands: Provocations and Possibilities”,Reflecting a diversified country: A content analysis of newspaper advertisements in Great Britain.,The making of brand attachment and brand meanings: the case of a UK engineering services firm

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