Introducing multi-dimensional brand architecture : taking structure, market orientation and stakeholder alignment into account
Per Åsberg, Henrik Uggla
| Year of publication: |
2019
|
|---|---|
| Authors: | Åsberg, Per ; Uggla, Henrik |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 26.2019, 5, p. 483-496
|
| Subject: | Brand architecture | Brand portfolio | Customer perception | CIMA | Stakeholder alignment | Stakeholder | Markenführung | Brand management | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Firmenimage | Corporate reputation | Strategisches Management | Strategic management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-018-00147-1 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012060152