Publicación
The grounded theory approach to brand purpose equity drivers: The practitioner’s perspective
Resumen
The brand purpose is a relevant new concept considered and applied by companies. However, the existing research is primarily isolated case studies, highlighting evidence of its application as a generator of value and brand identity. No studies still iden...
Autores y colaboradores
Palabras clave
Brand equity Brand identity Brand purpose Brand purpose equity Grounded theory Marcas Teoría fundamentada