Strategic corporate brand alignment : perspectives from identity based views of corporate brands
Year of publication: |
2012
|
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Authors: | Balmer, John M. T. |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 46.2012, 7/8, p. 1064-1092
|
Subject: | Markenarchitektur | Brand architecture | Markenführung | Brand management | Unternehmenskultur | Corporate culture | Firmenimage | Corporate reputation | Öffentlichkeitsarbeit | Public relations |
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