... and understanding marketing communication. The paper contributes to service marketing and marketing communication research by introducing conceptualisations of invisible communication that have an interest for both academic research and practitioners. © Emerald Group Publishing Limited 2012 Brand...

... but also steer the corporate image, a perspective revealed by the notion of building or managing corporate brand images. As an illustration, Keller (2008) states that “strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage...