Experience-centric branding : challenges and advancing a new mantra for corporate brand governance
Bill Merrilees
| Year of publication: |
January 2017
|
|---|---|
| Authors: | Merrilees, Bill |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 24.2017, 1, p. 1-13
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| Subject: | brand experience | on-brand experience | brand governance | Markenführung | Brand management | Markenartikel | Brand | Markenarchitektur | Brand architecture |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-017-0027-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011704247