Dynamic brand positioning : a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world

Jiaxun He and Fan Zhang

Year of publication:	2022
Authors:	He, Jiaxun ; Zhang, Fan
Subject:	Brand meaning cocreation \| Brand positioning \| Dynamic capability \| Hyperconnected world \| Marketing strategy \| Markenführung \| Brand management \| Marketingmanagement \| Marketing management \| Markenimage \| Brand image \| Markenartikel \| Brand

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