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Keywords: Corporate branding
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Journal Articles
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2012) 7 (3): 243–255.
Published: 14 September 2012
...Chris Halliburton; Stephanie Bach Purpose The purpose of this paper is to propose an integrated conceptual framework showing how corporate brand equity is generated. It builds upon a number of previous studies which have focused upon specific aspects of brand equity and integrates these within...
