Corporate heritage communication strategies of iconic Italian brands : a multiple case study
Year of publication: |
2023
|
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Authors: | Sacco, Federica ; Conz, Elisa |
Published in: |
Corporate communications : an international journal. - Bradford : Emerald, ISSN 1758-6046, ZDB-ID 2029376-8. - Vol. 28.2023, 7, p. 19-43
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Subject: | Brand heritage | Branding strategy | Corporate communications | Heritage marketing | Storytelling | Markenführung | Brand management | Öffentlichkeitsarbeit | Public relations | Italien | Italy | Marketingmanagement | Marketing management | Kulturgüter | Cultural heritage | Narrative Methode | Narrative method | Markenarchitektur | Brand architecture | Interne Kommunikation | Internal communication | Markenimage | Brand image |
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