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Keywords: Corporate brand
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Journal Articles
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2019) 14 (2): 110–122.
Published: 19 June 2019
.... Branding strategies should emphasise the tangible performance of the products. Therefore, a goods-related brand image is more relevant than a service-related B2B brand image (Cassia et al., 2017) and product branding (with or without the support of corporate branding) is the most popular choice...
