Browsing 1. Doctorado by Author "Villegas, Juliana"
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Theoretical explanation of brand rejuvenation: a substantive theory
Villegas, Juliana (Pontificia Universidad Católica del PerúPE, 2019-02-06)The purpose of this research study that uses a qualitative approach was to propose an intermediate theory using the Grounded Theory, that would theoretically explain the brand rejuvenation phenomenon. To do this, several ...