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Journal Articles
Branding paradigm for the bottom of the pyramid markets
Available to Purchase
Journal:
Measuring Business Excellence
Measuring Business Excellence (2009) 13 (4): 58–68.
Published: 13 November 2009
...Rajagopal Purpose This paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands. Design/methodology/approach Reviewing the previous research...
