Experience-centric branding: challenges and advancing a new mantra for corporate brand governance
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DOI: 10.1057/s41262-017-0027-7
Abstract: Abstract Branding has long lived on the virtue of consistency, so variable experiences seem anathema to consistency. This paper responds to this challenge and seizes the opportunity to develop a forward thinking brand management model… read more here.
Keywords: corporate brand; amber brand; experience centric; brand ... See more keywords