The paper addresses the issue of placement of the brand as part of intangible resources, knowledge and confidence in particular, especially in developing value to the customer, and that his role shows the evolution over time. The reflections matured theoretically are compared with the empirical evidence of a case study of the fashion business.

Dal marchio al patrimonio di marca

BUCCIONE, Concettina
2004

Abstract

The paper addresses the issue of placement of the brand as part of intangible resources, knowledge and confidence in particular, especially in developing value to the customer, and that his role shows the evolution over time. The reflections matured theoretically are compared with the empirical evidence of a case study of the fashion business.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11695/9048
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