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Output details

15 - General Engineering

Brunel University London

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Output 242 of 258 in the submission

Article title

The expanding role of intangible assets of the brand

Type

D - Journal article

DOI

10.1108/00251740810882699

Title of journal

Management Decision

Article number

Volume number

Issue number

First page of article

948

ISSN of journal

0025-1747

Year of publication

2008

URL

http://www.emeraldinsight.com/journals.htm?issn=0025-1747&volume=46&issue=6&articleid=1728457&show=pdf&PHPSESSID=gdhr5d6srqjncp09vg4l5enjj7

Number of additional authors

Additional information

This was a Brunel University funded investigation (collaboration between Business School and School of Engineering and Design) into the importance of human representatives of the brand (brand relationship representatives), as an enabler in achieving effective supply chain synchronization. The findings may provide support for practitioners in the planning and operational stages of their marketing communication campaigns for an effective and synchronized marketing and supply chain process.

Interdisciplinary

Cross-referral requested

Research group

None

Proposed double-weighted

Double-weighted statement

Reserve for a double-weighted output

Non-English

English abstract