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ArticleToward a model of brand strategy adoption

Heidi Neuvonen2016

Article2016

Toward a model of brand strategy adoption

11 citations·0/0 files stored·Journal of Brand Management

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

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References

1991Firm Resources and Sustained Competitive Advantage 2004Firm resources and sustained competitive advantage 2019Diffusion of Innovations 1 1980Qualitative research and evaluation methods 1997Dynamic capabilities and strategic management 2003Diffusion of innovations.1992Knowledge of the Firm, Combinative Capabilities, and the Replication of Technology 1991Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation

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2019How brand owners construct imagined worlds with brand visual aesthetics

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Year2016

Typearticle

Published2016-03-01

VenueJournal of Brand Management

ISSN-L1350-231X

Languageen

Citations11

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1057/bm.2016.6

openalex_workW2309682120

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