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Journal of Promotion Management Volume 20, 2014 - Issue 3
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On Branding in the Western World With Figurative Content Factors: A Case of Established Versus Non-Established Brands

Lei ShiNorth Carolina Central University, Durham, North Carolina, USACorrespondence[email protected]
Pages 358-371 | Published online: 27 Jun 2014

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Lei Shi. (2019) Conceptualizing the Roles of Founder Personality Traits in Startups' Construction of Brand Identity. Journal of Promotion Management 25:1, pages 65-81.
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Articles from other publishers (1)

Lei Shi & Angela Miles. (2020) Non-effectual, non-customer effectual, or customer-effectual: A conceptual exploration of the applicability of the effectuation logic in startup brand identity construction. Journal of Business Research 113, pages 168-179.
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