Unveiling the controversies of brand identity management : a holistic framework for global B2B companies through a hybrid systematic literature review and interpretive structural modelling
Hannan Amoozad Mahdiraji, Aliasghar Abbasi Kamardi, Seyed Hossein Razavi Hajiagha, Demetris Vrontis
| Year of publication: |
2024
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|---|---|
| Authors: | Amoozad Mahdiraji, Hannan ; Kamardi, AliAsghar Abbasi ; Hajiagha, Seyed Hossein Razavi ; Vrontis, Demetris |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 1873-2062, ZDB-ID 2012747-9. - Vol. 121.2024, p. 179-197
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| Subject: | Brand identity management | Cross-impact matrix multiplication applied to classification method | Interpretive structural modelling | Systematic literature review | Thematic analysis | Bibliometrie | Bibliometrics | Markenführung | Brand management | Markenimage | Brand image |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2024.07.016 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015121127