Brand deletion implementation : the effect on performance of context and process factors
Year of publication: |
2021
|
---|---|
Authors: | Temprano-García, Víctor ; Rodríguez-Escudero, Ana Isabel ; Rodríguez-Pinto, Javier |
Published in: |
European management journal. - Amsterdam : Elsevier, ISSN 0263-2373, ZDB-ID 859497-1. - Vol. 39.2021, 1, p. 147-161
|
Subject: | Brand deletion | Brand deletion performance | Communication | Consensus | Decentralization | Formalization | Strategic implementation | Markenführung | Brand management | Markenimage | Brand image |
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