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Keywords: Meaning transfer model
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Journal Articles
Qualitative Market Research: An International Journal (2020) 23 (2): 241–264.
Published: 12 February 2020
... modifies the meaning transfer model and involves a process of meaning translation, which affects the corporate brand image rather than the product brand image. Originality/value The present paper reveals that CEOs and employees can be strong levers for gilding the corporate brand image compared...
