Title

The Regulation of Practices that Promote Brand Interest: A "3 Cs" Guide for Brand Managers

(with Joan Lindsey-Mullikin)
Selected as Highly Commended Paper by the Emerald Literati Network Awards for Excellence 2007 and one of ten out of 450 possible articles featured on the June 2006 Monthly Highlights on the Emerald website.

Publication

Journal of Product & Brand Management

DOI*

http://dx.doi.org/10.1108/10610420610650855

Abstract

This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices.

Disciplines

Marketing

Recommended Citation

Petty Ross D., Joan Lindsey-Mullikin. 2006. “The regulation of practices that promote brand interest: a “3Cs” guide for consumer brand managers.” Journal of Product & Brand Management 15, no. 1: 23-36.

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