Transformative value positioning for service brands : key principles and challenges
Sara Leroi-Werelds, Jörg Matthes
| Year of publication: |
2022
|
|---|---|
| Authors: | Leroi-Werelds, Sara ; Matthes, Jörg |
| Subject: | Brand positioning | Corporate social responsibility | CSR | Ethicality | Positioning | Service brand | Sustainability | Transformative value | Corporate Social Responsibility | Markenführung | Brand management | Unternehmensethik | Business ethics | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JOSM-11-2021-0419 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013325707