What and how to communicate about a corporate brand with the consumers : an exploratory study
Bikram Jit Singh Mann & Mandeep Kaur Ghuman
| Year of publication: |
April 2018
|
|---|---|
| Authors: | Mann, Bikram Jit Singh ; Kaur Ghuman, Mandeep |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 3, p. 230-249
|
| Subject: | corporate branding | corporate brand associations | consumer product attitude | affective corporate commitment | purchase intention | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenarchitektur | Brand architecture | Firmenimage | Corporate reputation | Corporate Social Responsibility | Corporate social responsibility | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2014.995206 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011852950