Examining the mediating role of integrated marketing communication on the relationship between adhocracy culture and brand advantage
Year of publication: |
[2017]
|
---|---|
Authors: | Porcu, Lucia ; Barrio-García, Salvador del ; Alcántara-Pilar, Juan Miguel ; Crespo-Almendros, Esmeraldo |
Published in: |
Bridging the gap between advertising academia and practice. - Wiesbaden : Springer Gabler, ISBN 3-658-15219-2. - 2017, p. 281-295
|
Subject: | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing | Unternehmenskultur | Corporate culture | Werbewirkung | Advertising effects | Dienstleistungssektor | Service industry | Spanien | Spain |
-
Comparing blogs with print ads for corporate branding : the role of source credibility
Vinuales, Gema, (2020)
-
New perspectives on communication of change in corporate identity
Gupta, Seema, (2016)
-
Kwan, Rebecca, (2017)
- More ...
-
A review of psycho- vs. socio-linguistics theories : an application to marketing research
Alcántara-Pilar, Juan Miguel, (2015)
-
The moderating role of language on perceived risk and information-processing online
Alcántara-Pilar, Juan Miguel, (2015)
-
Analyzing the cultural diversity of consumers in the global marketplace
Alcántara-Pilar, Juan Miguel, (2015)
- More ...