Shaping corporate brands : from product features to corporate mission
Year of publication: |
April-June 2017
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Authors: | Pace, Stefano |
Published in: |
International studies of management and organization. - Armonk, NY : Sharpe, ISSN 0020-8825, ZDB-ID 191232-X. - Vol. 47.2017, 2, p. 197-205
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Subject: | Corporate brand | corporate mission | product brand | consumer behavior | Markenführung | Brand management | Markenarchitektur | Brand architecture | Konsumentenverhalten | Consumer behaviour | Firmenimage | Corporate reputation | Corporate Social Responsibility | Corporate social responsibility |
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