Reconceptualising brand identity in a dynamic environment
Brand identity definitions predominately take a unilateral and aspirational perspective—what managers want the brand to be—while emphasizing the need for stability over time. The increasingly dynamic environment and the rising role of consumers as co-contributors to brand construction and developmen...
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| Other Authors: | , |
| Format: | article |
| Language: | eng |
| Published: |
2015
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| Subjects: | |
| Online Access: | https://ciencia.iscte-iul.pt/public/pub/id/469 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/10379 |