Blar i Artikkel - fagfellevurdert vitenskapelig / Articles - peer-reviewed på tidsskrift "Journal of business researach"
Viser treff 1-1 av 1
-
Strategic brand management: Archetypes for managing brands through paradoxes
(Journal article; Peer reviewed, 2015)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 ...