Benchmarking desired corporate brand image in relation to stakeholders : a managerial perspective
Year of publication: |
2014
|
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Authors: | Anisimova, Tatiana |
Published in: |
Qualitative market research : an international journal. - Bingley : Emerald Group Publishing Limited, ISSN 1352-2752, ZDB-ID 1463146-5. - Vol. 17.2014, 4, p. 441-463
|
Subject: | Managers | Stakeholders | Corporate image | Corporate branding | Car industry | In-depth interviews | Stakeholder | Firmenimage | Corporate reputation | Markenarchitektur | Brand architecture | Kfz-Industrie | Automotive industry | Benchmarking | Öffentlichkeitsarbeit | Public relations | Markenführung | Brand management | Markenimage | Brand image | Führungskräfte | Befragung | Interview |
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