Persuasive brand management
Journal of Organizational Change ManagementPublished 24 March 2012
Oriol Iglesias, Eduard Bonet
Citations89
SJR quartileQ2
SJR score0.78
SNIP1.14
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Abstract
Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension of how brand meaning is constructed.
Keywords
Social SciencesBusiness, Management and Accounting
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