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How to manage a brand to be strong: a study of Zara

The meaning that a brand stands for is extremely significant for consumers, so a considerable number of researchers (Philips, 1988; Murphy, 1990; Brymer and Schiro, 1989; Temporal, 2002) are increasingly interested in brand management. The main purpose of this study is to investigate how a brand is...

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Bibliographic Details
Main Author:	luo, danye
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2008
Online Access:	https://eprints.nottingham.ac.uk/21918/

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