Brand orientation: Past, present, and future

Abstract

The articles in this special issue contribute to the advances and development in the scholarship of brand orientation. They encompass a wide range of sub-topics, and collectively offer a unique insight into the still-emerging concept and new paradigm of brand orientation. In the process, they show how researchers across the world are contributing to the advancement of theory and practice. Our open-minded Call for Papers yielded fruitful cross-fertilisation and innovative perspectives. This special issue can thus be claimed to be a milestone in the enhanced understanding of the concept of brand orientation, and we are delighted to have had the privilege of being its Guest Editors.