Minimizing the negative impact of brand deletion
Year of publication: |
2023
|
---|---|
Authors: | Temprano-García, Víctor ; Rodríguez-Escudero, Ana Isabel ; Rodríguez-Pinto, Javier |
Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 41.2023, 6, p. 690-706
|
Subject: | Brand deletion | Brand deletion outcomes | Consensus | Floodlight analysis | PLS | Workers' problems | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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