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dc.contributor.authorHögström, Claes
dc.contributor.authorGustafsson, Anders
dc.contributor.authorTronvoll, Bård
dc.date.accessioned2014-12-02T09:43:50Z
dc.date.accessioned2015-02-23T14:09:34Z
dc.date.available2014-12-02T09:43:50Z
dc.date.available2015-02-23T14:09:34Z
dc.date.issued2014
dc.identifier.citationJournal of Business Research, 68(2014)2: 391-404nb_NO
dc.identifier.issn0148-2963
dc.identifier.issn1873-7978
dc.identifier.urihttp://hdl.handle.net/11250/277211
dc.descriptionThis is the authors' accepted and refereed manuscript to the articlenb_NO
dc.description.abstractAlthough 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.nb_NO
dc.language.isoengnb_NO
dc.publisherElseviernb_NO
dc.titleStrategic brand management: Archetypes for managing brandsthrough paradoxesnb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.date.updated2014-12-02T09:43:50Z
dc.source.journalJournal of Business Research,nb_NO
dc.identifier.doi10.1016/j.jbusres.2014.06.009
dc.identifier.cristin1179901
dc.description.localcode2, Forfatterversjonnb_NO


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