Frans Melin

Frans Melin

Senior Lecturer

If you made any changes in Pure these will be visible here soon.

Personal profile

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.

UKÄ subject classification

  • Business Administration

Keywords

  • Branding
  • Brand management

Fingerprint

Dive into the research topics where Frans Melin is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
  • 1 Similar Profiles

Network

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or