The aim of this editorial is to provide guidance to aid prospective authors whilst writing and preparing their research papers for consideration within the Journal of Brand Management, and to understand what reviewers will typically be looking for in a manuscript. A number of key generic issues are considered, as well as how sections of a research paper should be structured.

中文翻译：

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Journal of Brand Management：编辑指南和作者期望

本社论的目的是为潜在作者提供指导，同时撰写和准备他们的研究论文以供 Journal of Brand Management 考虑，并了解审稿人通常会在手稿中寻找什么。考虑了许多关键的一般问题，以及研究论文的各个部分应该如何组织。