To create efficient marketing strategies, it is essential to be familiar with the consumers' brand knowledge. The main objective of this paper is to present a way to collect associative networks of brands. Therefore, a web-based method called CONCEPTUAL BRAND M@PPING will be presented here....

This book explores the basic traits of inter-organizational networks, examining the interplay between structure, dynamics, and performance from a governance perspective. The book assumes a novel theoretical angle based on the interpretation of networks as multiple systems, and advances the...