The market-based assets theory of brand competition
Byron Sharp, John Dawes, Kirsten Victory
| Year of publication: |
2024
|
|---|---|
| Authors: | Sharp, Byron ; Dawes, John ; Victory, Kirsten |
| Published in: |
Journal of retailing and consumer services. - Amsterdam : Elsevier Science, ISSN 0969-6989, ZDB-ID 2020784-0. - Vol. 76.2024, Art.-No. 103566, p. 1-13
|
| Subject: | Brand competition | Empirical generalisations | Market-based assets | Segmentation | Targeting | Markenartikel | Brand | Wettbewerb | Competition | Markenführung | Brand management | Markenimage | Brand image |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2023.103566 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014460818