How A battered brand soul significantly interferes with a brand refocusing effort

Maktoba Omar, J R Williams

Research output: Chapter in Book/Report/Conference proceedingConference proceedingpeer-review

Original languageEnglish
Title of host publicationProceedings of Academy of Marketing: the Magic of Marketing
PublisherAcademy of Marketing
ISBN (Print)9781905952649
Publication statusPublished - 9 Jul 2015
Event Academy of Marketing Conference 2015: The Magic in Marketing - Limerick, Ireland
Duration: 7 Jul 20159 Jul 2015


Conference Academy of Marketing Conference 2015
Abbreviated titleAM 2015
Internet address

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