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• Framing the Temporal Dimensions of a Brand

  Publikacja

  • F. Brunetti
  • I. Confente
  • W. Kucharska
  • H. R. Kaufmann

  - Rok 2017

  Drawing on existing research dealing with time in brand and brand management, this paper aims at providing a comprehensive and coherent framework of some time-related concepts, with a special emphasis on what happens when a brand reaches the senescence stage. In addition, it strives to consider what happens when a brand becomes long-lived enough, looking at the brand’s customer base. While undoubtedly time affects customers’ age...

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