Understanding the internationalization process of Havaianas: the important role of brand
In today’s economy intangible assets account for a large amount of the value created by fi rms. 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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| Outros Autores: | , |
| Formato: | article |
| Idioma: | eng |
| Publicado em: |
2014
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| Texto completo: | http://hdl.handle.net/10400.14/14475 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/14475 |