Dong Bich Ngoc; Tuan Phong Nham; Nguyen Tuyet-Mai - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 20 (2019), pp. 234-247
To enrich literature of brand crisis causes regards internal perspective, this paper investigates internal brand shortage as crisis antecedents provoking brand fire consequently. Phenomenological approach is adopted using in-depth interviews, key-note seminar and validating by case studies...
