The article of Dr. Tim Oliver Brexendorf, Professor (außerplanmäßig) of Marketing and Director of the Henkel Center for Consumer Goods at WHU, and Kevin Lane Keller (Dartmouth College, Tuck School of Business) titled “Leveraging the corporate brand: The importance of corporate brand innovativeness and brand architecture” has recently been announced as "Highly Commended Paper" for the 2018 European Journal of Marketing (EJM) Literati Awards.
The article aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. In particular, the concept of corporate brand innovativeness and the influence of brand architecture as supportive and restrictive boundary conditions for its transfer have been considered.
Please find more information about the award under the following link. The article can be downloaded for free here.