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Keywords: Brand building
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Journal Articles
Brand-building and the elements of success: discoveries using historical analyses
Available to Purchase
Qualitative Market Research: An International Journal (2014) 17 (2): 92–111.
Published: 08 April 2014
...Prof. T.C. Melewar and Prof. Bill Merrilees; Dale Miller Purpose – The paper aims to examine the concept of brand-building. The emphasis is on corporate brand-building and brand heritage in the firm, and the differing influences of entrepreneurial family leadership and professional...
