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Evolving brand boundaries and expectations : looking back on brand equity, brand loyalty, and brand image research to move forward
Parris, Denise Linda
;
Guzman, Francisco
- In:
The journal of product & brand management
32
(
2023
)
2
,
pp. 191-234
Persistent link: https://www.econbiz.de/10013552952
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Congruency or incongruency : a theoretical framework and opportunities for future research avenues
Eklund, Andreas Aldogan
;
Helmefalk, Miralem
- In:
The journal of product & brand management
31
(
2022
)
4
,
pp. 606-621
Persistent link: https://www.econbiz.de/10013393665
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