Marketing strategies for services: Is brand architecture a viable way forward?

Journal of Strategic Marketing

Volumn 22, Issue 4, 2014, Pages 328-346

  Rahman, Kaleel ^a   Areni, Charles S ^b  

^a RMIT UNIVERSITY   (Australia)

^b MACQUARIE UNIVERSITY   (Australia)

Author keywords

brand architecture; marketing strategy; services; sub brands

Indexed keywords

EID: 84902888539     PISSN: 0965254X     EISSN: 14664488     Source Type: Journal    
DOI: 10.1080/0965254X.2013.876079     Document Type: Article

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