Revisiting brand origin : expanding the strategic portfolio of brand-level attributes
Year of publication: |
2023
|
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Authors: | Mills, Adam J. ; John, Joby |
Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 31.2023, 6, p. 1220-1237
|
Subject: | Brand origin | brand stories | country-of-origin | product packaging | Markenführung | Brand management | Markenimage | Brand image | Herkunftsbezeichnung | Designation of origin | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Ursprungsregeln | Rules of origin |
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