An investigation the main internal brand crisis antecedents
To enrich literature of brand crisis causes regards internal perspective, this paper investigates internal brand shortage as crisis antecedents provoking brand fire consequently. Phenomenological approach is adopted using in-depth interviews, key-note seminar and validating by case studies analysis,...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius Gediminas Technical University
2019-05-01
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| Series: | Business: Theory and Practice |
| Subjects: | |
| Online Access: | https://journals.vgtu.lt/index.php/BTP/article/view/10502 |