Creating and launching a challenger brand: A case study

Service Industries Journal

Volumn 29, Issue 1, 2009, Pages 75-89

  de Chernatony, Leslie ^a   Cottam, Susan Louise ^a  

^a UNIVERSITY OF BIRMINGHAM   (United Kingdom)

Author keywords

Brand; Challenger; Employees; Financial; Services

Indexed keywords

ADVERTISING; COMPETITION (ECONOMICS); FINANCIAL SERVICES;

EURASIA; EUROPE; UNITED KINGDOM; WESTERN EUROPE;

EID: 58949102117     PISSN: 02642069     EISSN: 17439507     Source Type: Journal    
DOI: 10.1080/02642060802100234     Document Type: Article

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