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Keywords: Nutella
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Journal Articles
Value slippage in brand transformation: a conceptualization
Available to Purchase
Journal of Product & Brand Management (2016) 25 (1): 3–10.
Published: 21 March 2016
... among constructs. It mobilizes a socio-economic framework which enables the multiple transformations of the brand to be monitored. Two case vignettes of Nutella brand are used to discuss this brand transformation framework. Findings – The framework identifies four key brand transformation...
