Grounded Theory Approach in a Branding Context. Challenges and lessons learnt during the research process.

Research output: Contribution to journalArticleScientificpeer-review

Original languageEnglish
Peer-reviewed scientific journalThe Grounded Theory Review
Volume8
Issue number2
Pages (from-to)77-87
Number of pages11
Publication statusPublished - 2009
MoE publication typeA1 Journal article - refereed

Cite this