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Keywords: Branding strategy
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Journal Articles
Time in corporate images: introducing image heritage and image‐in‐use
Available to Purchase
Qualitative Market Research: An International Journal (2013) 16 (2): 197–213.
Published: 29 March 2013
... generalisations. Practical implications Given that the consumer's view of the company's past plays an important role in their interpretation of its present corporate brand, branding strategy should be informed by a systematic effort to identify the probable components of that historical perception...
