Research Friday: Branding in the nonprofit sector
ASU Lodestar Center
APRIL 26, 2013
In a recent study published in the Journal of Business Research , a brand is defined as “a name, term, sign, drawing, or any combinations of these, that serve to identify a firm’s goods and services and differentiate them from those of competitors.” Journal of Business Research , 65(5), 701-707. [3] 3] Venable, B. & Gilbert, F.
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