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A Model of Brand Territory and its Impact on Branded Products’ Performance

Springer Nature, (2015), 398
DOI: 10.1007/978-3-319-17356-6_122
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Abstract

This paper ought to enrich existing research on brand territory and contribute to the understanding of brand impact on branded products’ performance. With embryonic brand territory research, consumer-based brand equity and brand extension research will support the proposed definition and model of brand territory concept.

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Changeur, S., & Merunka, D. (2015). A Model of Brand Territory and its Impact on Branded Products’ Performance. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 398). Springer Nature. https://doi.org/10.1007/978-3-319-17356-6_122

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