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Keywords: Corporate identity anchors
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (5): 609–625.
Published: 25 May 2012
... to explore the dimensions of managerial perceptions of CI. Design/methodology/approach A total of 48 semi‐structured interviews were conducted with senior managers within three organisations in the British financial service sector. Findings Seven principal categories of corporate identity anchors...
