• Brand religions: Shed a new light on today's marketing beliefs

      Pallini, K.; Schillewaert, Niels; Goedertier, Frank (2020)
      Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and how to grow their brand. But in this abundance of models and theories, marketers might find themselves lost in translation.