Giannoulakis, Chrysostomos; Apostolopoulou, Artemisia - In: Journal of Product & Brand Management 20 (2011) 3, pp. 171-181
Purpose – The present study aims to explore the efforts of a core action sports company (Board Sports Company (BSC)) to employ a multi‐brand strategy and to focus on the identity and reach of the seven distinct brands operated under the parent company. The study seeks to identify benefits...