Tomczak, TorstenTorstenTomczakHenkel, SvenSvenHenkelHerrmann, AndreasAndreasHerrmannHeitmann, MarkMarkHeitmannThe European Institute of Retailing and Services Studies2023-04-132023-04-132006-01-05https://www.alexandria.unisg.ch/handle/20.500.14171/83241deBringing the Brand to Life - The Relevance and Managerial Control of Behavioral Brandingconference paper