Putting brands in their place how a lack of control keeps brand contained.

Putting brands in their place how a lack of control keeps brand contained.

Bibliografische gegevens
Gepubliceerd in:Journal of marketing research V. 50, 3 (2013).
Hoofdauteur: Cutright, Keisha M.
Formaat: Artikel
Taal:English
Onderwerpen:
Branding.
Brand extensions.
Structure.
Control.
Boundaries.