How to align your brand stories with your products
Year of publication: |
2012
|
---|---|
Authors: | Chiu, Hung-chang ; Hsieh, Yi-ching ; Kuo, Yi-chu |
Published in: |
Journal of retailing. - New York, NY [u.a.] : Elsevier, ISSN 0022-4359, ZDB-ID 410802-4. - Vol. 88.2012, 2, p. 262-275
|
Subject: | Markenimage | Brand image | Narrative Methode | Narrative method | Beziehungsmarketing | Relationship marketing | Kommunikation | Communication | Konsumentenverhalten | Consumer behaviour |
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