Cuomo, Maria Teresa; Metallo, Gerardo; Tortora, Debora; … - In: EuroMed Journal of Business 4 (2009) 3, pp. 237-253
Purpose – The purpose of this paper is to stimulate reflection on the concept of Mediterranean brands, to map and qualify their specific genetic make up and their influence on brand equity. Design/methodology/approach – From an overview of the available literature and using the brand...