Brand champion behaviour : its role in corporate branding
Year of publication: |
November 2017
|
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Authors: | Yakimova, Raisa ; Mavondo, Felix ; Freeman, Susan ; Stuart, Helen |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 24.2017, 6, p. 575-591
|
Subject: | Corporate branding | Brand champion behaviour | Corporate brand strategy implementation | Brand evolution | Social identity theory | Rhetorical theory | Markenführung | Brand management | Markenarchitektur | Brand architecture | Unternehmenskultur | Corporate culture | Markenartikel | Brand | Firmenimage | Corporate reputation |
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