When and why does the name of the brand still matter? : developing the temporal dimension of brand name equity theory
Year of publication: |
2017
|
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Authors: | Round, Griff ; Roper, Stuart |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 11/12, p. 2118-2137
|
Subject: | Brand equity | Branding | Brand names | Temporality | Markenartikel | Brand | Markenführung | Brand management | Markenimage | Brand image |
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