Brand meaning gaps and dynamics: Theory, research, and practice

Qualitative Market Research

Volumn 17, Issue 2, 2014, Pages 128-150

  Wilson, Elizabeth Jane ^a   Bengtsson, Anders ^b   Curran, Catharine ^c  

^a SUFFOLK UNIVERSITY   (United States)

^b Protobrand Sciences   (United States)

^c UNIVERSITY OF MASSACHUSETTS DARTMOUTH   (United States)

Author keywords

Brand knowledge; Brand meaning; Case study research; Communication; Inductive methods; Stakeholders

Indexed keywords

EID: 84897095673     PISSN: 13522752     EISSN: None     Source Type: Journal    
DOI: 10.1108/QMR-12-2013-0094     Document Type: Article

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