Twenty-five years of brand new thinking
Published online on April 16, 2026
Abstract
Marketing Theory, Ahead of Print.
Over its first quarter century, Marketing Theory has transformed how we think about brands, and what we think brands are. The journal began by rescuing branding from the clutches of managerial functionalism, reimagining it as a cultural phenomenon worth ...
Over its first quarter century, Marketing Theory has transformed how we think about brands, and what we think brands are. The journal began by rescuing branding from the clutches of managerial functionalism, reimagining it as a cultural phenomenon worth ...