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Keywords: Car industry
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Journal Articles
Benchmarking desired corporate brand image in relation to stakeholders: a managerial perspective
Available to Purchase
Qualitative Market Research: An International Journal (2014) 17 (4): 441–463.
Published: 02 September 2014
...) and Collins et al. (2006) , the current study is taking a forward-looking and strategic approach to eliciting managers’ views on how they wish their brand to be perceived by stakeholders. Managers Stakeholders Corporate image Corporate branding Car industry In-depth interviews...
