Understanding the internationalisation process of Havaianas: the important role of brand
In todays economy, intangible assets account for a large amount of the value created by firms. A brand is one of those intangible assets crucial to the attraction of customers and for the creation of emotional bonds with them. Nevertheless, many organisations keep focusing on products and services...
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| Other Authors: | , |
| Format: | article |
| Language: | eng |
| Published: |
2010
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| Subjects: | |
| Online Access: | http://scielo.pt/scielo.php?script=sci_arttext&pid=S1646-24082010000100012 |
| Country: | Portugal |
| Oai: | oai:scielo:S1646-24082010000100012 |