The Importance of Brand Values in Family Business
Only a small body of literature exists on linking key marketing concepts in family business contexts and those studies that do exist show a significant bias towards brand management. Both the relevance of the subject and the lack of research assuming this challenge to date justify the interest and t...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitat de Barcelona
2017-07-01
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| Series: | Journal of Evolutionary Studies in Business |
| Subjects: | |
| Online Access: | http://revistes.ub.edu/index.php/JESB/article/view/19006 |