Blar i Scientific articles på tidsskrift "Journal of Business Research,"
Viser treff 1-1 av 1
-
Strategic brand management: Archetypes for managing brandsthrough paradoxes
(Journal article; Peer reviewed, 2014)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 ...