Brand negotiation and brand management. An actor-network theory perspective
Journal title MERCATI & COMPETITIVITÀ
Author/s Agostino Vollero, Daniele Dalli, Alfonso Siano
Publishing Year 2016 Issue 2016/4
Language English Pages 19 P. 23-41 File size 139 KB
DOI 10.3280/MC2016-004003
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Keywords: Brand management; actor-network theory (ANT), consumer power; negotiation.
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Agostino Vollero, Daniele Dalli, Alfonso Siano, Brand negotiation and brand management. An actor-network theory perspective in "MERCATI & COMPETITIVITÀ" 4/2016, pp 23-41, DOI: 10.3280/MC2016-004003