Brand management and user-generated branding. A case study of a fashion retailer-manufacturer in Finland

    Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

    Original languageEnglish
    Title of host publicationProceedings of the 21st Nordic Conference on Business Studies: NFF 2011 A Practice about Practice, August 20-24, 2011. School Business, Stockholm University
    Publication statusPublished - 2011
    Publication typeA4 Article in conference proceedings

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