Leveraging the corporate brand : the importance of corporate brand innovativeness and brand architecture
Tim Oliver Brexendorf and Kevin Lane Keller
| Year of publication: |
2017
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|---|---|
| Authors: | Brexendorf, Tim Oliver ; Keller, Kevin Lane |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 9/10, p. 1530-1551
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| Subject: | Innovativeness | Corporate branding | Brand architecture | Brand portfolio | Brand boundaries | Corporate associations | Innovationsmanagement | Innovation management | Markenführung | Brand management | Markenarchitektur | Firmenimage | Corporate reputation | Innovation | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-07-2017-0445 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011755173