Edited by Ceridwyn King, Dean, Cornell Peter and Stephanie Nolan School of Hotel Administration, Cornell University, USA and Enrique Murillo, Professor of Marketing, Facultad de Ciencias Económicas y Empresariales, Universidad Panamericana, Mexico

‘King and Murillo’s edited volume level sets the agenda for advancing our understanding of foundational branding topics including brand experience, brand co-creation, brand design, and brand architecture. These thoughtful contributions will inspire the scholarly work of doctoral students and scholars for years to come.’

• Contents:Introducing A Research Agenda for Brand Management ina New Era of Consumerism 1Enrique Murillo and Ceridwyn KingPART I FOUNDATIONS OF BRAND MANAGEMENT RESEARCH1 Design-led brand management: a new territory 17Catarina Lelis, Beatriz Itzel Cruz-Megchun and Yujia Huang2 The emergence and evolution of corporate branding 35Nicholas Ind3 Brand architecture: a literature review and futureresearch directions 49M. Berk Talay, M. Billur Akdeniz and Janell D. Townsend4 How does brand equity work? A review of theoryand a research agenda 73Salvador del Barrio-García, María EugeniaRodríguez-López and Álvaro J. Rojas-Lamorena5 Brand value co-creation: field emergence,applications, measurement and future researchdirections 89Michela Mingione and Samuel Kristal6 Consumer responses to branding 107Kevin Kam Fung So, Jing Li and Hyunsu Kim7 A roadmap of brand experience 123Lia Zarantonello and Daniela Andreini8 Reflections on brand communities academic research 143Cleopatra Veloutsou9 A theoretical framework exploring threefoundational benefits of brand attachment 161Andreas B. Eisingerich, Deborah J. MacInnis, andC. Whan Park10 The coming of age of internal brand managementresearch: Looking back to look forward 177Ceridwyn King, Enrique Murillo and Lina XiongPART II SPECIAL INTEREST BRANDING RESEARCH11 B2B branding: a review and research agenda forturbulent times 201Susan M. Mudambi12 Destination branding 217Asli D.A. Tasci and Ady Milman13 Third-party employment branding: current statusand future directions 239Filip Lievens, Mukta Srivastava and Gordhan K. Saini14 Building brands for nonprofit organisations:a review of current themes and future researchdirections 257Zoe Lee15 Luxury brand research: four decades of innovation 273Charles Aaron LawryIndex

Edited by Ceridwyn King, Dean, Cornell Peter and Stephanie Nolan School of Hotel Administration, Cornell University, USA and Enrique Murillo, Professor of Marketing, Facultad de Ciencias Económicas y Empresariales, Universidad Panamericana, Mexico

‘King and Murillo’s edited volume level sets the agenda for advancing our understanding of foundational branding topics including brand experience, brand co-creation, brand design, and brand architecture. These thoughtful contributions will inspire the scholarly work of doctoral students and scholars for years to come.’

• Contents:Introducing A Research Agenda for Brand Management ina New Era of Consumerism 1Enrique Murillo and Ceridwyn KingPART I FOUNDATIONS OF BRAND MANAGEMENT RESEARCH1 Design-led brand management: a new territory 17Catarina Lelis, Beatriz Itzel Cruz-Megchun and Yujia Huang2 The emergence and evolution of corporate branding 35Nicholas Ind3 Brand architecture: a literature review and futureresearch directions 49M. Berk Talay, M. Billur Akdeniz and Janell D. Townsend4 How does brand equity work? A review of theoryand a research agenda 73Salvador del Barrio-García, María EugeniaRodríguez-López and Álvaro J. Rojas-Lamorena5 Brand value co-creation: field emergence,applications, measurement and future researchdirections 89Michela Mingione and Samuel Kristal6 Consumer responses to branding 107Kevin Kam Fung So, Jing Li and Hyunsu Kim7 A roadmap of brand experience 123Lia Zarantonello and Daniela Andreini8 Reflections on brand communities academic research 143Cleopatra Veloutsou9 A theoretical framework exploring threefoundational benefits of brand attachment 161Andreas B. Eisingerich, Deborah J. MacInnis, andC. Whan Park10 The coming of age of internal brand managementresearch: Looking back to look forward 177Ceridwyn King, Enrique Murillo and Lina XiongPART II SPECIAL INTEREST BRANDING RESEARCH11 B2B branding: a review and research agenda forturbulent times 201Susan M. Mudambi12 Destination branding 217Asli D.A. Tasci and Ady Milman13 Third-party employment branding: current statusand future directions 239Filip Lievens, Mukta Srivastava and Gordhan K. Saini14 Building brands for nonprofit organisations:a review of current themes and future researchdirections 257Zoe Lee15 Luxury brand research: four decades of innovation 273Charles Aaron LawryIndex

Edited by Ceridwyn King, Dean, Cornell Peter and Stephanie Nolan School of Hotel Administration, Cornell University, USA and Enrique Murillo, Professor of Marketing, Facultad de Ciencias Económicas y Empresariales, Universidad Panamericana, Mexico

‘King and Murillo’s edited volume level sets the agenda for advancing our understanding of foundational branding topics including brand experience, brand co-creation, brand design, and brand architecture. These thoughtful contributions will inspire the scholarly work of doctoral students and scholars for years to come.’

• Contents:Introducing A Research Agenda for Brand Management ina New Era of Consumerism 1Enrique Murillo and Ceridwyn KingPART I FOUNDATIONS OF BRAND MANAGEMENT RESEARCH1 Design-led brand management: a new territory 17Catarina Lelis, Beatriz Itzel Cruz-Megchun and Yujia Huang2 The emergence and evolution of corporate branding 35Nicholas Ind3 Brand architecture: a literature review and futureresearch directions 49M. Berk Talay, M. Billur Akdeniz and Janell D. Townsend4 How does brand equity work? A review of theoryand a research agenda 73Salvador del Barrio-García, María EugeniaRodríguez-López and Álvaro J. Rojas-Lamorena5 Brand value co-creation: field emergence,applications, measurement and future researchdirections 89Michela Mingione and Samuel Kristal6 Consumer responses to branding 107Kevin Kam Fung So, Jing Li and Hyunsu Kim7 A roadmap of brand experience 123Lia Zarantonello and Daniela Andreini8 Reflections on brand communities academic research 143Cleopatra Veloutsou9 A theoretical framework exploring threefoundational benefits of brand attachment 161Andreas B. Eisingerich, Deborah J. MacInnis, andC. Whan Park10 The coming of age of internal brand managementresearch: Looking back to look forward 177Ceridwyn King, Enrique Murillo and Lina XiongPART II SPECIAL INTEREST BRANDING RESEARCH11 B2B branding: a review and research agenda forturbulent times 201Susan M. Mudambi12 Destination branding 217Asli D.A. Tasci and Ady Milman13 Third-party employment branding: current statusand future directions 239Filip Lievens, Mukta Srivastava and Gordhan K. Saini14 Building brands for nonprofit organisations:a review of current themes and future researchdirections 257Zoe Lee15 Luxury brand research: four decades of innovation 273Charles Aaron LawryIndex