Askegaard, Søren; Bengtsson, Anders - In: Journal of Product & Brand Management 14 (2005) 5, pp. 322-329
Purpose – This paper seeks to present a cultural approach to co‐branding. The purpose here is to discuss issues concerning the phenomena of brand and branding with particular focus on the mythological narratives that are at stake in a brand. Design/methodology/approach – This paper...