The Regulation of Practices that Promote Brand Interest: A "3 Cs" Guide for Brand Managers
Journal of Product & Brand Management
This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices.
Petty Ross D., Joan Lindsey-Mullikin. 2006. “The regulation of practices that promote brand interest: a “3Cs” guide for consumer brand managers.” Journal of Product & Brand Management 15, no. 1: 23-36.