Brand custodianship: A new primer for senior managers

European Management Journal

Volumn 19, Issue 3, 2001, Pages 215-227

  Capon, Noel ^a   Berthon, Pierre ^b   Hulbert, James M ^a   Pitt, Leyland F ^c  

^a Graduate School of Business ^*  (United States)

^b UNIVERSITY OF BATH   (United Kingdom)

^c CURTIN UNIVERSITY   (Australia)

Author keywords

Brand custodians; Brand equity; Brand function; Brands

Indexed keywords

EID: 0041905359     PISSN: 02632373     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0263-2373(01)00019-6     Document Type: Article

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