Santos-Vijande, María Leticia; Río-Lanza, Ana Belén del - In: Journal of Business Research 66 (2013) 2, pp. 148-157
Despite the growing body of literature acknowledging that strong brands are crucial for firms' long-term competitiveness, little research examines how firms should manage their brands internally to maximize their value and the firm's commercial performance. On the basis of the brand management...