A Framework of Brand Contestation: Toward Brand Antifragility

Dietrich, DanielDanielDietrichRussell, Cristel AntoniaCristel AntoniaRussellPrice, Linda L.2023-04-132023-04-132021-09-14https://www.alexandria.unisg.ch/handle/20.500.14171/10999010.1093/jcr/ucab053enbrand contestationprocess modelcase analysisexpert studyanti- fragilitybrandsbrandingbrand managementA Framework of Brand Contestation: Toward Brand Antifragilityjournal article