GENERATING BRAND AUTHENTICITY: CASES OF TUSCAN WINE COMPANIES
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2015.06
- 6페이지/ 어도비 PDF
- 가격 4,000원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : GFMC Session1
ㆍ저자명 : Silvia Ranfagni, Aldo Burresi, Massimo Rosati
영어 초록
Our work analyses the theme of authenticity as a process of self-appropriation pursued by companies during their existence. The goal is to investigate this process by identifying the trade-off companies have faced. By doing this, we propose to recognize the sources of brand authenticity. The research methodology is based on the case analysis of Tuscan wine companies that are emblematic for the topic investigated.
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