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Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

Publisher: Henry Stewart Publications

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Volume 5 / Number 1 / SPRING 2015-2016

Editorial

Editorial
pp. 4-5(2)
Author: Moody, Daryn

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Changing conversations: Brand identity as discourse
pp. 6-21(16)
Author: Bleedorn, Gina

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The new trust imperative
pp. 31-38(8)
Authors: Peigh, Terry; Bowen, Adam

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Case study: Customer-centred transformation at E.ON
pp. 67-71(5)
Author: Lece, Brendan

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Healthcare in a retail-oriented marketplace
pp. 72-82(11)
Author: Gothard, Ann Marie

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A sensory approach to brand confusion
pp. 101-115(15)
Authors: Chebat, Jean-Charles; Erradey, Oumama; GĂ©linas-Chebat, Claire; Roth, Yefim

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