Strategic brand management: Archetypes for managing brands through paradoxes
Year of publication: |
2015
|
---|---|
Authors: | Högström, Claes ; Gustafsson, Anders ; Tronvoll, Bård |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 68.2015, 2, p. 391-404
|
Publisher: |
Elsevier |
Subject: | Brand management | Value creation | Paradoxes | Efficiency | Legitimacy | Flexibility |
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