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Rethinking brand architecture: a study on industry, company- and product-level drivers of branding strategy
Strebinger, Andreas
- In:
European Journal of Marketing
48
(
2014
)
9/10
,
pp. 1782-1804
than ideal-type categories proposed in literature and cautions against
management
inertia
, industry standards and trends in …
Persistent link: https://www.econbiz.de/10014724146
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2
Rethinking brand architecture : a study on industry, company- and product-level drivers of branding strategy
Strebinger, Andreas
- In:
European journal of marketing : EJM
48
(
2014
)
9/10
,
pp. 1782-1804
Persistent link: https://www.econbiz.de/10010429761
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