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Strategic brand management: Archetypes for managing brandsthrough paradoxes

Högström, Claes; Gustafsson, Anders; Tronvoll, Bård
Journal article, Peer reviewed
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LOCKED until 2017.07.03 due to copyright restrictions (765.2Kb)
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http://hdl.handle.net/11250/277211
Utgivelsesdato
2014
Metadata
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  • Publikasjoner fra CRIStin - BI [633]
  • Scientific articles [1667]
Originalversjon
Journal of Business Research, 68(2014)2: 391-404   10.1016/j.jbusres.2014.06.009
Sammendrag
Although brands are acknowledged as significant assets in a firm‟s value creation and

differentiation process, branding literature often describes opposing perspectives and

contradictory demands. This article develops a framework of three strategic brand

management archetypes that provide new insights into the complexity and often paradoxical

ambiguity of branding. By combining an empirical qualitative study with extant brand

management and relational exchange theory, the authors suggests that firms create, reinforce,

switch, or allow certain brand management archetypes to coexist to optimize specific effects

and manage paradoxes. From a managerial perspective, the article suggests that understanding

strategic brand management and related paradoxes is fundamental for organizations to

achieve desired effects with their value creation.
Beskrivelse
This is the authors' accepted and refereed manuscript to the article
Utgiver
Elsevier
Tidsskrift
Journal of Business Research,

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