Evolution of the role and functions of brands in the face of market and consumer challenges
The role of brands has evolved in the past decade more than ever before in history. Market and consumers’ demands, changes in diversity and inclusion, sustainability, and the environment challenge the concept of brands that we learnt. Nowadays, brands are required a less neutral position in the face...
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| Formato: | Artículo (Article) |
| Idioma: | Español (Spanish) |
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Revista de Actualidad Mercantil
2023
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| Acceso en línea: | http://revistas.pucp.edu.pe/index.php/actualidadmercantil/article/view/27202 |