Goodbye Seems to be the Hardest Word: Investigating Why, When, and How to Delete Brands
Description:
Branding dates back to centuries ago when traders were trying to distinguish their products from others in order to promise a higher quality to their consumers. Today, brands are considered as intangible resources that can have a significant contribution to the firm performance. Based on the Resource-Based Theory (RBT), valuable, rare, inimitable, and non-substitutable brands are strategic resources that create superior value and play a key role in achieving a sustainable competitive advantage …
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Date:
August 2016
Creator:
Davari, Arezoo Sadat