Theoretical explanation of brand rejuvenation: a substantive theory
The purpose of this research study that uses a qualitative approach was to propose an intermediate theory using the Grounded Theory, that would theoretically explain the brand rejuvenation phenomenon. To do this, several criteria were defined that lead to a sample of 18 brands that had undergone...
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| Format: | Doctoral Thesis |
| Language: | English |
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Pontificia Universidad Católica del Perú
2019
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| Online Access: | http://tesis.pucp.edu.pe/repositorio/handle/123456789/13401 |