Key changes and challenges for brands in an uncertain environment

Journal of Product & Brand Management

Volumn 20, Issue 6, 2011, Pages 436-439

  Iglesias, Oriol ^a   Singh, Jatinder J ^a   Casabayó, Mònica ^a  

^a ESADE BUSINESS SCHOOL   (Spain)

Author keywords

Brand equity; Brand heritage; Brand management; Luxury brands; Narratives

Indexed keywords

EID: 80053651354     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610421111166577     Document Type: Article

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