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Using corporate stories to build the corporate brand : an impression management perspective
Spear, Sara
;
Roper, Stuart
- In:
The journal of product & brand management
22
(
2013
)
7
,
pp. 491-501
Persistent link: https://www.econbiz.de/10010225090
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Using corporate stories to build the corporate brand: an impression management perspective
Spear, Sara
;
Roper, Stuart
- In:
Journal of Product & Brand Management
22
(
2013
)
7
,
pp. 491-501
corporate
story
could influence the impressions that audiences form of the organisation and therefore build the corporate brand. …
Persistent link: https://www.econbiz.de/10014897245
Saved in:
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