Foroudi, Pantea; Dinnie, Keith; Kitchen, Philip J.; … - In: European Journal of Marketing 51 (2017) 3, pp. 528-550
IMC antecedents of planned brand identity. Brand elements such as design, colour and name, for example, should be reviewed … identifies and confirms key constructs in planned brand identity. IMC antecedents of planned brand identity, such as brand … elements, service attributes, public relations and place/country of origin, were found to positively influence the planned …