Does brand meaning exist in similarity or singularity?

Journal of Business Research

Volumn 62, Issue 3, 2009, Pages 356-361

  Berthon, Pierre ^a   Pitt, Leyland F ^b   Campbell, Colin ^b  

^a BENTLEY COLLEGE   (United States)

^b SIMON FRASER UNIVERSITY   (Canada)

Author keywords

Brand management; Brand meaning; Branding; Marketing communications; Mutual knowledge

Indexed keywords

EID: 59249103871     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2008.05.015     Document Type: Article

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