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Baines, Fill, & Rosengren: Marketing 4e

Chapter 13: Research insights (seminal paper links)

  • Research Insight 13.1

    de Chernatony, L. and Dall’Olmo Riley, F. (1998), ‘Defining a brand: beyond the literature with experts’ interpretations’, Journal of Marketing Management, 14, 5, 417–43.

  • Research Insight 13.2

    Fournier, S. (1998), ‘Consumers and their brands: developing relationship theory in consumer research’, Journal of Consumer Research, 24, 4, 343–73.

  • Research Insight 13.3

    Muzellec, L., Lynn, T., and Lambkin, M. (2012), ‘Branding in fictional and virtual environments: introducing a new conceptual domain and research agenda’, European Journal of Marketing, 46, 6, 811–26.

  • Research Insight 13.4

    Holt, D. B., Quelch, J. A., and Taylor, E. L. (2004), ‘How global brands compete’, Harvard Business Review, 82, 9, 68–81.