Lee, Wai Jin (Thomas); O’Cass, Aron; Sok, Phyra - In: European Journal of Marketing 51 (2017) 1, pp. 177-199
Purpose A strong brand is one that consumers know and perceive as differentiated from competing brands. Building brands with high levels of awareness and uniqueness is critical to ensuring brand strength and sustained competitiveness. To this end, the roles of brand management capability and...