Bisschoff, Christo A.; Staaden, Hendrik P. Van; Buys, … - In: Managing Global Transitions 11 (2013) 1 (Spring), pp. 79-110
The study deals with the concept of a dual-branding strategy by investigating the market awareness of two brands: the … conclusion drawn is that dual branding in the marketing strategy influences corporate identity and image, and vice versa. …