[PDF][PDF] What the heck is a brand? An attempt of integration and its consequences for research and management
H Mühlbacher, A Hemetsberger - … of the 7th International Congress of …, 2008 - academia.edu
Contemporary marketing literature overwhelmingly describes brands from either a
managerial or a consumer-centric perspective. The level of analysis is either individual or …
managerial or a consumer-centric perspective. The level of analysis is either individual or …