Persuasive brand management : how managers can influence brand meaning when they are losing control over it
Year of publication: |
2012
|
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Authors: | Iglesias, Oriol ; Bonet, Eduard |
Published in: |
Journal of organizational change management. - Bingley : Emerald Group Publishing Limited, ISSN 0953-4814, ZDB-ID 645653-4. - Vol. 25.2012, 2, p. 251-264
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Subject: | Markenführung | Brand management | Rhetorik | Rhetoric | Narrative Methode | Narrative method | Markenimage | Brand image |
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