Why Does This Brand Speak to Me? Conceptualization, Scale Development, and Validation of Brand Relevance
Author:
Affiliation:
1. Department of Marketing, École des sciences de la gestion, Université du Québec à Montréal (ESG UQAM), Montréal, QC, Canada
Funder
Social Sciences and Humanities Research Council of Canada
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10496491.2020.1851850
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1. Win the Brand Relevance Battle and Then Build Competitor Barriers
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