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
    EventAcademy of Marketing Conference 2015: The Magic in Marketing - Limerick, Ireland
    Duration: 7 Jul 20159 Jul 2015
    https://www.academyofmarketing.org/conference/conference-history/conference-2015/

    Conference

    ConferenceAcademy of Marketing Conference 2015
    Abbreviated titleAM 2015
    Country/TerritoryIreland
    CityLimerick
    Period7/07/159/07/15
    Internet address

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