Lei, Xinghui; Ye, Tingting; Abimbola, Temi - In: Nankai Business Review International 4 (2013) 4, pp. 329-348
Purpose – This paper is devoted to describe how innovation should be branded and bridge the gap between branding and innovation, where the role of branding capability is crucial. The study aims to discuss the link between branding and innovation, both theoretically and empirically....
