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A step‐by‐step process to build valued brands

Year: 2009

Type: article

Source: Journal of Product & Brand Management

DOI: 10.1108/10610420910933353

Authors: Peter Boatwright, Jonathan Cagan, Dee Kapur, Al Saltiel

Institutions: Carnegie Mellon University, Navistar International (United States)

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: W1993958191

FWCI: 6.225

Cites: 6

Cited by: 29

Related to: 10