Asmussen, Bjoern; Harridge-March, Sally; Occhiocupo, … - In: Journal of Business Research 66 (2013) 9, pp. 1473-1483
-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more … stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review … a new brand management paradigm: one that takes not only company-initiated but also stakeholder-initiated brand …