Brand Orientation – A Strategy for Survival

Forskningsoutput: TidskriftsbidragArtikel i vetenskaplig tidskrift

Abstract

This was the first international article on brand orientation.
Brand orientation is defined and related to other orientation.
The article is also an early fore runner within the field of corporate branding. The relation between product brands and corporate brands is discussed with the Nicorette / Pharmacia case study.

Detaljer

Författare
Enheter & grupper
Forskningsområden

Ämnesklassifikation (UKÄ) – OBLIGATORISK

  • Ekonomi och näringsliv

Nyckelord

Originalspråkengelska
Sidor (från-till)18-32
TidskriftJournal of Consumer Marketing
Volym11
Utgåva nummer3
StatusPublished - 1994
PublikationskategoriForskning
Peer review utfördJa