Chen, Chen-Chu Matilda; Nguyen, Bang; Melewar, T.C. - In: Qualitative Market Research: An International Journal 19 (2016) 3, pp. 357-376
Purpose The purpose of this paper is to develop a conceptual model that examines the underlying mechanisms of the link between the uses of corporate reputation and brand image strategy, from the corporate communication perspective. The paper incorporates three kinds of uses of corporate...
