Now showing items 1-1 of 1

    • Theoretical explanation of brand rejuvenation: a substantive theory 

      Acceso restringido
      Villegas, Juliana (Pontificia Universidad Católica del Perú, 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 ...