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Keywords: Brand identity
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Journal Articles
Journal:
Management Decision
Management Decision (2023) 61 (6): 1585–1611.
Published: 30 January 2023
... an internal perspective and focus on FB identity and its influence on the construction of corporate brand identity, whereas the other two follow an external perspective that explores how FB brands are communicated and perceived by stakeholders and the influence of corporate brands and branding on FB image...
Includes: Supplementary data
