Hajdas, Monika; Radomska, Joanna; Szpulak, Aleksandra; … - In: International journal of management and economics 58 (2022) 1, pp. 17-32
Purpose: The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand...
