Brand bravery: Conceptualization, scale development and validation
Purpose Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing market needs. However, these actions are not merely strategic but also represent a unique aspect of the brand...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Emerald
2020
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| Online Access: | http://hdl.handle.net/20.500.11937/81662 |