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Keywords: Delphi
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Journal Articles
Journal of Product & Brand Management (2022) 31 (1): 110–126.
Published: 07 May 2021
... conflicting ways in the academic and professional literature. The aim of this paper is to clarify the meaning of brand hijacking and to shed light on the various motivations and intentions underpinning the phenomenon. Design/methodology/approach A Delphi-based survey among both academic and professional...
