Measuring brand strategy: can brand equity and brand score be a tool to measure the effectiveness of strategy?
| Year of publication: |
2009
|
|---|---|
| Authors: | Genest, Christian ; Gendron, Michel ; Bourdeau-Brien, Michal |
| Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 12797947. - Vol. 17.2009, 6, p. 487-498
|