Barros, Teresa; Rodrigues, Paula; Duarte, Nelson; Shao, … - In: Journal of risk and financial management : JRFM 13 (2020) 6/133, pp. 1-21
among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships … between brands and a model is developed, showing the influence of the latter on the identity and reputation of brands … corporate brand identity and reputation, in a higher consumer involvement context like higher education. Structural equation …