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Keywords: Information strategy
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Journal Articles
Corporate brand reputation and the adoption of innovations
Available to Purchase
Journal of Product & Brand Management (2009) 18 (4): 242–250.
Published: 17 July 2009
... and service quality while the company's reputation has a broader influence on perceptions of customer value and customer loyalty. © Emerald Group Publishing Limited 2009 Corporate branding Innovation Information strategy Internet shopping Purchasing An executive summary for managers...
Journal Articles
Let’s be strange: brand familiarity and ad‐brand incongruency
Available to Purchase
Journal of Product & Brand Management (2003) 12 (7): 449–461.
Published: 01 December 2003
... is higher for congruent ads than for incongruent ads. © MCB UP Limited 2003 Advertising Brand awareness Information strategy Memory Brands schema A commonly held conception is that brand managers should strive for consistency in the marketing communication. Erdem and Swait (1998...
