What and how to communicate about a corporate brand with the consumers : an exploratory study
Year of publication: |
April 2018
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Authors: | Mann, Bikram Jit Singh ; Kaur Ghuman, Mandeep |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 3, p. 230-249
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Subject: | corporate branding | corporate brand associations | consumer product attitude | affective corporate commitment | purchase intention | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenarchitektur | Brand architecture | Firmenimage | Corporate reputation | Corporate Social Responsibility | Corporate social responsibility |
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