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Keywords: Corporate associations
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (9-10): 1530–1551.
Published: 12 September 2017
... to create potentially beneficial new brands. Tim Oliver Brexendorf is the corresponding author and can be contacted at: tim.brexendorf@whu.edu 07 07 2017 10 07 2017 Innovativeness Corporate branding Brand architecture Brand portfolio Brand boundaries Corporate associations...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (1-2): 218–238.
Published: 08 February 2013
...Andrea Pérez; María del Mar García de los Salmones; Ignacio Rodríguez del Bosque Purpose In the present paper, the authors aim to study the relationship between corporate associations and loyalty by analyzing the role of identification with the company and satisfaction in this connection...
