Brand response to environmental turbulence : a framework and propositions for resistance, recovery and reinvention
Lopo Rego, Michael Brady, Robert Leone, John Roberts, Chandra Srivastava, Rajendra Srivastava
| Year of publication: |
2022
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|---|---|
| Authors: | Rego, Lopo L. ; Brady, Michael ; Leone, Robert P. ; Roberts, John H. ; Srivastava, Chandra ; Srivastava, Rajendra Krishan |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 39.2022, 2, p. 583-602
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| Subject: | Brand Access | Brand Agility | Brand Differentiation | Brand Engagement | Brand Management | Brand Recovery | Brand Reinvention | Brand Resilience | Brand Resistance | Brands | Environmental Turbulence | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Marketingmanagement | Marketing management |