IMC antecedents and the consequences of planned brand identity in higher education
Year of publication: |
2017
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Authors: | Foroudi, Pantea ; Dinnie, Keith ; Kitchen, Philip J. ; Melewar, T. C. ; Foroudi, Mohammad Mahdi |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 3, p. 528-550
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Subject: | Reputation | Image | Brand identity | Integrated marketing communications | Identification | Brand elements | Markenführung | Brand management | Marketingmanagement | Marketing management | Markenimage | Brand image | Firmenimage | Corporate reputation | Hochschule | Higher education institution | Konsumentenverhalten | Consumer behaviour |
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