Hoang, Phi Dinh; Ta, Thi Dao; Bui, Hai-Yen Thi - In: Journal of Contemporary Marketing Science 5 (2022) 3, pp. 266-290
attention is paid on how firm's innovation stimulates the firm's brand security. This study aims at exploring the impacts of BRM … activities on brand security with the innovation stimulus as a moderator. Design/methodology/approach Mixed method is applied in … is conducted to obtain insights into their understanding BRM activities and brand security as well as the role of …