Brand Building for a Product That Nobody Wants to Buy - Unveiling the xtraordinary Transformation in the Tire Industry A Case Study of Pirelli

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Bibliographic Details
Main Authors:	Burger Peter Papp-Váry Árpád
Format:	Book part
Published:	Budapesti Gazdasági Egyetem Budapest 2024
Series:	Branding in the academic and business world – Future challenges – BBU Day of Hungarian Science
Subjects:	gazdálkodás- és szervezéstudományok
doi:	10.29180/978-615-6342-86-7_3
Kulcsszavak:	Emotional Branding Brand Equity Brand Loyalty Marketing Tire Sponsorship Partnership Co-branding
Online Access:	http://publikaciotar.uni-bge.hu/2292

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