Publication Type:
journal articles

Publication Year:
2014

Publication Bibliography:

Strebinger, Andreas (2014), "Rethinking brand architecture: a study on industry, company- and product-level drivers of branding strategy", European Journal of Marketing, Vol. 48 Iss: 9/10, pp.1782-1804. Elected as one of three "Highly Recommended Papers 2014" by the Editorial Board of the Journal.

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