Work

The Effects of Uncertainty Avoidance on Brand Performance: Marketing Creativity, Product Innovation and the Brand Duration

Year: 2007

Type: preprint

Source: SSRN Electronic Journal

DOI: 10.2139/ssrn.1002874

Authors: Marco S. Giarratana, Anna Torres-Lacomba

Institutions: Universidad Carlos III de Madrid, Universitat Pompeu Fabra

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1597645452

Cites: 26

Cited by: 8

Related to: 10