Leveraging the corporate brand: The importance of corporate brand innovativeness and brand architecture
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DOI: 10.1108/ejm-07-2017-0445
Abstract: Purpose Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate… read more here.
Keywords: research; corporate brand; brand; brand architecture ... See more keywords