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Keywords: Automobile industry
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Journal Articles
Journal of Product & Brand Management (2023) 32 (3): 488–499.
Published: 10 November 2022
... can be contacted at: seth.ketron@unt.edu 31 10 2021 20 04 2022 27 07 2022 01 10 2022 05 10 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Durable products Information search Automobile industry Segmentation...
Journal Articles
Journal of Product & Brand Management (2006) 15 (2): 106–120.
Published: 01 February 2006
... is to expand brand theory by linking it to administrative heritage in the context of the increasingly integrated global automobile industry. Design/methodology/approach Integrated case studies of Jaguar, Mercedes‐Benz, and Saab illustrate the effects of brand extension and dilution through the lenses...
