Do proactive and reactive causes to delete a brand impact deletion success? The role of brand orientation

  1. Temprano-García, V.
  2. Rodríguez-Escudero, A.I.
  3. Rodríguez-Pinto, J.
Journal of Brand Management

ISSN: 1479-1803 1350-231X

Year of publication: 2020

Volume: 27

Issue: 2

Pages: 211-226

Type: Article

DOI: 10.1057/S41262-019-00174-6 GOOGLE SCHOLAR