Frans Melin

Senior Lecturer, PhD, Bachelor of Science

Research areas and keywords

UKÄ subject classification

  • Business Administration

Keywords

  • Branding, Brand management

Research

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

Johan Gromark & Frans Melin, 2013 Sep 2, In : Journal of Marketing Management. 29, 9-10, p. 1099-1123 25 p.

Research output: Contribution to journalArticle

Johan Gromark & Frans Melin, 2011 Apr, In : Journal of Brand Management. 18, 6, p. 394-410 17 p.

Research output: Contribution to journalArticle

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