Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation, and brand positioning : evidence from the Taiwanese pharmaceutical industry
Chen-Chu Matilda Chen, Bang Nguyen, T. C. Melewar, and Charles Dennis
| Year of publication: |
July-September 2017
|
|---|---|
| Authors: | Chen, Chen-Chu Matilda ; Bang, Nguyen ; Melewar, T. C. ; Dennis, Charles |
| Published in: |
International studies of management and organization. - Armonk, NY : Sharpe, ISSN 0020-8825, ZDB-ID 191232-X. - Vol. 47.2017, 3, p. 240-257
|
| Subject: | Corporate reputation | brand segmentation | brand differentiation | brand positioning | pharmaceutical industry | Pharmaindustrie | Pharmaceutical industry | Markenführung | Brand management | Firmenimage | Markenartikel | Brand | Markenimage | Brand image | Taiwan | Produktdifferenzierung | Product differentiation | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/00208825.2017.1318019 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011734538