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3.4. Multidimensional Analysis First, the dimension characteristics presented in Table 1 were compared to the framework represented in Figure 1 to propose a detailed view of how brand management strategies are driven in the wooden prefabricated construction industry through theory triangulation as proposed by Patton [40] and Mathison [52] (Figure 2).
Abstract : Branding has become a business priority over the past few decades due to the growing awareness that brands are one of the companies’ most valuable intangible assets. Academics and practitioners have proposed models of components to simplify brands into a small number of parts, or dimensions. Nonetheless, there is a lack of specific approaches to brand management models that fit specific business scenarios.
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