A broader view on brands’ growth and decline
Marcello Formisano, Koen Pauwels, Lia Zarantonello
| Year of publication: |
2020
|
|---|---|
| Authors: | Formisano, Marcello ; Pauwels, Koen ; Zarantonello, Lia |
| Published in: |
International journal of market research. - Thousand Oaks, CA : Sage Publishing, ISSN 2515-2173, ZDB-ID 2066720-6. - Vol. 62.2020, 2, p. 127-138
|
| Subject: | brand differentiation | brand equity | brand growth | brand innovation | brand portfolio | brand salience | consumer acquisition | consumer attitudes | consumer behavior | Dirichlet model | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1470785319873253 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012214127