Work

Kill it or keep it?: The weak brand retain-or-discard decision in brand portfolio management

Year: 2015

Type: article

Source: Journal of Brand Management

DOI: 10.1057/bm.2015.11

Author: Purvi Shah

Institution: Worcester Polytechnic Institute

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W1530152769

FWCI: 9.943

Cites: 163

Cited by: 37

Related to: 10