The associate professors Niels Kornum and Richard Gyrd-Jones published an article about brand identity
10/07/2016
Research challenges branding as an inside-out, managerially controlled process. Brand are powerful because of what they mean for stakeholders: authors suggest this meaning is embedded in nested identities across stakeholders.
Find the article here:
,ÌýJournal of Business Research.
Commentary by Robert Kozinets, here:
The page was last edited by: Department of Marketing // 01/25/2024