Artykuł 2016
Shadow brands – exploring phenomenon of meaningless brands
Autorzy / redaktorzy: Małgorzata Karpińska-Krakowiak
Publikacja nadrzędna: Marketing i Zarządzanie
Marketing practitioners believe in high significance of their brands and high utility of their products. They perpetuate a viewpoint of brands serving as mental shortcuts, which facilitate purchase decisions, and they consider brands to be highly important throughout the whole co…
DOI: 10.18276/miz.2016.44-29 · ISSN: 2450-775X