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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| Principais autores: | , |
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| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
Ramón Cantó Alcaraz
2014-07-01
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| Serier: | Revista Internacional de Ciencias del Deporte |
| Fag: | |
| Online adgang: | http://dx.doi.org/10.5232/ricyde2014.03705 |
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