Toward a model of brand strategy adoption
Heidi Neuvonen
Year of publication: |
March 2016
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Authors: | Neuvonen, Heidi |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 23.2016, 2, p. 197-215
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Subject: | adoption | brand management | brand orientation | brand strategy | high-tech marketing | small- and medium-sized enterprises | Markenführung | Brand management | KMU | SME | Marketingmanagement | Marketing management | Markenartikel | Brand | Hochtechnologie | High technology | Innovationsdiffusion | Innovation diffusion |
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