Branding as a dynamic capability: strategic advantage from integrating meanings with identification
Abstract
A new theoretical framework is developed to scrutinize the strategic advantage for branding. The theoretical framework applies both at the firm level, for the marketing of individual brands and...
Paper Details
Title
Branding as a dynamic capability: strategic advantage from integrating meanings with identification
Published Date
Jun 1, 2017
Journal
Volume
17
Issue
2
Pages
183 - 199
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Notes
History