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Keywords: Brand sustainability
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Journal Articles
Journal:
Nankai Business Review International
Nankai Business Review International (2018) 9 (3): 366–394.
Published: 06 August 2018
... at present. The purpose of this paper is to theoretically and empirically explore how the CER strategy could help the firm to gain competitive advantage in Chinese context, particularly in terms of achieving brand sustainability (BS). Design/methodology/approach In this study, 310 listed companies...
