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Keywords: Brand-equity
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (3): 551–571.
Published: 10 April 2017
... and the proliferation of digital media increase the amount of brand information generated exponentially. When a firm fails to harness this information, it risks misalignment between brand identity and brand image, which, in turn, tarnishes brand-equity. Design/methodology/approach Past IMC frameworks are reviewed...
