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Keywords: Portfolio strategy
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Journal Articles
A dualistic view of brand portfolios: the company’s versus the customers’ view
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2018) 35 (3): 264–276.
Published: 14 May 2018
... 03 2017 21 06 2017 15 08 2017 18 09 2017 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Perceptions Brand portfolio Brand architecture Brand map Portfolio strategy Brand architecture can be defined as a way to organize...
