Heritage branding orientation : the case of Ach. Brito and the dynamics between corporate and product heritage brands
Year of publication: |
January 2016
|
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Authors: | Santos, Fernado Pinto ; Burghausen, Mario ; Balmer, John M. T. |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 23.2016, 1, p. 67-88
|
Subject: | hertige brand | corporate heritage | brand heritage | brand orientation | heritage branding orientation | materiality | Markenführung | Brand management | Kulturgüter | Cultural heritage | Markenarchitektur | Brand architecture | Markenimage | Brand image | Marketingmanagement | Marketing management |
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