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Exploring the changing role of brand archetypes in customer-brand relationships : why try to be a hero when your brand can be more?
Merlo, Omar
;
Eisingerich, Andreas B
;
Gillingwater, Richard
- In:
Business horizons
66
(
2023
)
5
,
pp. 615-629
Persistent link: https://www.econbiz.de/10014382987
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The benefits and implementation of performance transparency : the why and how of letting your customers ‘see through’ your business
Merlo, Omar
;
Eisingerich, Andreas
;
Auh, Seigyoung
; …
- In:
Business horizons
61
(
2018
)
1
,
pp. 73-84
Persistent link: https://www.econbiz.de/10011808968
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