Publication | Closed Access
Non-effectual, non-customer effectual, or customer-effectual: A conceptual exploration of the applicability of the effectuation logic in startup brand identity construction
16
Citations
50
References
2019
Year
Customer SatisfactionBrand EquityPersonal BrandingManagementBusinessBrand DevelopmentConsumer ResearchBrand StrategyBrand AwarenessMarketingEffectuation LogicConceptual ExplorationBrand Management
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