Frans MelinSenior Lecturer, PhD, Bachelor of Science
Research areas and keywords
UKÄ subject classification
- Business Administration
- Branding, Brand management
My main research area concerns strategic brand management, which theoretically is positioned in the intersection of marketing, strategy and organization. Using both qualitative and quantitative methods I an especially interested in studying brand orientation, a min-set where the brand is perceived as the hub of the organization. Currently I am primarily focusing on analyzing the key drivers of brand orientation, on understanding the specific challenges of adopting a brand oriented min-set and on investigating the relationship between brand orientation and organizational performance in the private, public and non-profit sector.
Recent research outputs
Research output: Contribution to journal › Article