Análisis y evolución histórica de los nombres de marcas de zapatillas deportivas. [Analysis and historical evolution of the names of sport footwear brands].
The marketing literature considers that choosing the name of a brand is an important concern for executives, in order to build brand equity for a new product (Aaker, 1996). In a dynamic and growing industry such as sport footwear, this research achieved an analysis of the different types of brand na...
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| Main Authors: | , |
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| Format: | Book |
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Ramón Cantó Alcaraz,
2014-07-01T00:00:00Z.
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| Online Access: | Connect to this object online. |
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