TY  - THES 
A3  - Rodríguez Escudero, Ana Isabel
A3  - Rodríguez Pinto, Javier
AU  - Temprano García, Víctor
PY  - 2018
UR  - http://uvadoc.uva.es/handle/10324/31711
AB  - Brands are business assets that can generate sustainable competitive advantage (Kozlenkova et al., 2014; Morgan, 2012). Specifically, brands may be seen as a potential source of value creation through the loyalty they inspire, their reputation,...
LA  - eng
KW  - Planificación estratégica
TI  - Drivers of brand deletion outcomes: causes, decision-making and implementation
M3  - info:eu-repo/semantics/doctoralThesis
DO  - 10.35376/10324/31711
ER  -