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Keywords: Product terminology
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Journal Articles
A history of brand misdefinition – with corresponding implications for mismeasurement and incoherent brand theory
Available to Purchase
Journal of Product & Brand Management (2020) 29 (4): 517–530.
Published: 02 March 2020
... meaning Brand heritage Brand architecture Branding Marketing language Marketing philology Marketing theory Philosophy of science Product terminology Despite the special stature of branding in marketing practice and theory, product strategy in particular, problems of definition...
