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Claudia Fernanda Gonzalez-Arcos
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Journal Articles

Brand purpose: a literature review and BEING implementation framework

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Cassandra France, Claudia Fernanda Gonzalez-Arcos, Anne-Maree O’Rourke, Amanda Spry, Bronwyn Bruce
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2024) 33 (7): 929–945.
https://doi.org/10.1108/JPBM-08-2023-4663
Published: 03 September 2024
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Includes: Supplementary data
Journal Articles

Branding’s academic–practitioner gap: managers’ views

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Frank Alpert, Mark Brown, Elizabeth Ferrier, Claudia Fernanda Gonzalez-Arcos, Rico Piehler
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2022) 31 (2): 218–237.
https://doi.org/10.1108/JPBM-09-2020-3105
Published: 08 June 2021
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