Gäßler, Julia; Kramer, Irene; Pätzmann, Jens - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2018) 7, pp. 10-24
The following article deals with the question whether brands are able to successfully transfer their mission statement on the consumer perception due to their products. This topic will be analysed by means of the new brand concept of the German tabloid BILD. For determining the brand awareness...