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Keywords: Tensions
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (5): 600–608.
Published: 25 May 2012
...T.C. Melewar; Manto Gotsi; Constantine Andriopoulos; T.C. Melewar; Manto Gotsi; Constantine Andriopoulos Purpose This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising...
