EXPLORING THE DYNAMICS OF UMBRELLA BRAND AND HOUSE OF BRAND STRATEGIES ON ORGANIZATIONAL PERFORMANCE: A COMPARATIVE ANALYSIS.
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| Title: | EXPLORING THE DYNAMICS OF UMBRELLA BRAND AND HOUSE OF BRAND STRATEGIES ON ORGANIZATIONAL PERFORMANCE: A COMPARATIVE ANALYSIS. |
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| Authors: | Olalekan, Ajayi1 olalekan.ajayi20@kwasu.edu.ng, Tolulpe, Adeyeye Charles2 tolulopeadayeye1963@gmail.com, Abdulazeez, Salau Alhaji3 sirsalau@gmail.com, Abdulwasiu, Adebayo Adeyemi3 adeyemi.adebayo@kwasu.edu.ng, Akanbi, Kamoru Lanre1 kamoru.akanbi@kwasu.edu.ng, Adebayo, Philips Olugbenga3 Philips.adebayo@kwasu.edu.ng |
| Source: | ASEAN Marketing Journal. Dec2024, Vol. 16 Issue 2, p106-130. 25p. |
| Database: | Business Source Ultimate |
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