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Non-effectual, non-customer effectual, or customer-effectual : a conceptual exploration of the applicability of the effectuation logic in startup brand identity construction
Shi, Lei
;
Miles, Angela
- In:
Journal of business research : JBR
113
(
2020
),
pp. 168-179
Persistent link: https://www.econbiz.de/10012230458
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2
Conceptualizing the roles of founder personality traits in startups' construction of brand identity
Shi, Lei
- In:
Journal of promotion management : innovations in …
25
(
2019
)
1
,
pp. 65-81
Persistent link: https://www.econbiz.de/10012179013
Saved in:
3
On branding in the Western world with figurative content factors : a case of established versus non-established brands
Shi, Lei
- In:
Journal of promotion management : JPM
20
(
2014
)
3
,
pp. 358-371
Persistent link: https://www.econbiz.de/10010399899
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