Villegas, Juliana; Guevara, Ruben; Escalante, Juan Esteban - In: Qualitative Market Research: An International Journal 25 (2021) 1, pp. 20-42
Purpose: Acknowledging that brands age over time, this paper aims to investigate the exogenous and endogenous factors that influence this phenomenon. Design/methodology/approach: The literature on brand ageing is scarce. Through a study of several Colombian organisations that have an...