dc.contributor.author | Högström, Claes | |
dc.contributor.author | Gustafsson, Anders | |
dc.contributor.author | Tronvoll, Bård | |
dc.date.accessioned | 2014-12-02T09:43:50Z | |
dc.date.accessioned | 2015-02-23T14:09:34Z | |
dc.date.available | 2014-12-02T09:43:50Z | |
dc.date.available | 2015-02-23T14:09:34Z | |
dc.date.issued | 2014 | |
dc.identifier.citation | Journal of Business Research, 68(2014)2: 391-404 | nb_NO |
dc.identifier.issn | 0148-2963 | |
dc.identifier.issn | 1873-7978 | |
dc.identifier.uri | http://hdl.handle.net/11250/277211 | |
dc.description | This is the authors' accepted and refereed manuscript to the article | nb_NO |
dc.description.abstract | 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. | nb_NO |
dc.language.iso | eng | nb_NO |
dc.publisher | Elsevier | nb_NO |
dc.title | Strategic brand management: Archetypes for managing brandsthrough paradoxes | nb_NO |
dc.type | Journal article | nb_NO |
dc.type | Peer reviewed | nb_NO |
dc.date.updated | 2014-12-02T09:43:50Z | |
dc.source.journal | Journal of Business Research, | nb_NO |
dc.identifier.doi | 10.1016/j.jbusres.2014.06.009 | |
dc.identifier.cristin | 1179901 | |
dc.description.localcode | 2, Forfatterversjon | nb_NO |