Cid, Allan; Blanchet, Pierre; Robichaud, François; … - In: Businesses 3 (2023) 3, pp. 424-440
, it is necessary to propose a brand management strategy. A conceptual framework was developed by the authors as an … alternative to propose a brand management strategy according to a specific business scenario. The objective of this study is to … validate this conceptual framework and apply it to propose a brand management strategy in a specific business scenario. For …
