Veloutsou, Cleopatra; Christodoulides, George; de … - In: Journal of Product & Brand Management 22 (2013) 3, pp. 238-248
of experts in brand management in the UK, Germany and Greece. Design/methodology/approach – Data were collected from semi …‐structured interviews with senior brand consultants and managers, five in the UK, five in Germany and five in Greece. Findings – The …/implications – Although the focus of this study is Europe, data were only collected from the UK, Germany and Greece, countries representing …