Challenging dominant paradigms: The contribution of brand sociology to purpose-driven brand management.
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| Title: | Challenging dominant paradigms: The contribution of brand sociology to purpose-driven brand management. |
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| Authors: | ERRICHIELLO, OLIVER1 (AUTHOR) oe@buero-fuer-markenentwicklung.com, SCHMIDT, HOLGER J.2 (AUTHOR) hjschmidt@ium.monaco.edu |
| Source: | Journal of Brand Strategy. Summer2026, Vol. 15 Issue 1, p72-90. 19p. |
| Database: | Business Source Ultimate |
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