Territorial brand management : beer, authenticity, and sense of place
Year of publication: |
2020
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Authors: | Melewar, T. C. ; Skinner, Heather |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 116.2020, p. 680-689
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Subject: | Authenticity | Brand names | Brand origin | Country of origin | Terroir | Markenführung | Brand management | Herkunftsbezeichnung | Designation of origin | Markenartikel | Brand | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Standortmarketing | Place marketing | Glaubwürdigkeit | Credibility | Ursprungsregeln | Rules of origin | Bier | Beer |
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