Branding as a dynamic capability : strategic advantage from integrating meanings with identification
Roderick J. Brodie, Maureen Benson-Rea, Christopher J. Medlin
| Year of publication: |
June 2017
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|---|---|
| Authors: | Brodie, Roderick J. ; Benson-Rea, Maureen ; Medlin, Christopher J. |
| Published in: |
Marketing theory. - London [u.a.] : Sage, ISSN 1470-5931, ZDB-ID 2201540-1. - Vol. 17.2017, 2, p. 183-199
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| Subject: | Brand identity | brand image | brand meaning | branding process | dynamic capability | network | operational competence | theoretical framework | Markenführung | Brand management | Markenimage | Brand image | Dynamische Kompetenzen | Dynamic capabilities | Markenartikel | Brand | Wettbewerbsvorteil | Competitive advantage | Ressourcenorientierter Ansatz | Resource-based view | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1470593116679871 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011771406