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Keywords: Stakeholder perspectives
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Journal Articles
Journal of Product & Brand Management (2023) 32 (5): 697–712.
Published: 27 July 2022
... brand across different stakeholder perspectives. Design/methodology/approach This study combines advanced brand concept mapping (BCM) with a scenario technique to graphically capture consumers’ and jobseekers’ brand knowledge related to the family business concept in the form of association networks...
