Managing higher education brands with an emerging brand architecture : the role of shared values and competing brand identities
Louise Spry, Carley Foster, Christopher Pich and Sheine Peart
| Year of publication: |
2020
|
|---|---|
| Authors: | Spry, Louise ; Foster, Carley ; Pich, Christopher ; Peart, Sheine |
| Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 28.2020, 4, p. 336-349
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| Subject: | Brand architecture | brand identity | brand strategy | co-creation | higher education | Markenführung | Brand management | Hochschule | Higher education institution | Markenimage | Brand image | Markenarchitektur | Markenartikel | Brand | Kundenintegration | Customer integration |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0965254X.2018.1501412 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012313905