Enhancing data collection methods with qualitative projective techniques in the exploration of a university's brand identity and brand image
Louise Spry, Christopher Pich
| Year of publication: |
2021
|
|---|---|
| Authors: | Spry, Louise ; Pich, Christopher |
| Subject: | brand identity | brand image | corporate brands | qualitative projective techniques | Markenimage | Brand image | Markenführung | Brand management | Marktforschung | Market research | Qualitative Methode | Qualitative method | Konsumentenverhalten | Consumer behaviour | Markenarchitektur | Brand architecture |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1470785320943045 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012492750