Corporate brand identity in higher education: a relational perspective

Identity is traditionally defined as an emission concept (Kapferer, 2008). Yet, some research points out that there are external factors that that can influence it (Kennedy, 1975; Markwick e Fill, 1997; Balmer e Gray, 2000). This subject is even more interesting if one considers corporate brands. Ac...

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Detalhes bibliográficos
Autor principal: Barros, Teresa (author)
Outros Autores: Martins, F. Vitorino (author), Barandas, Hortensia Gouveia (author), Machado, J. C. (author)
Formato: conferenceObject
Idioma:eng
Publicado em: 2016
Assuntos:
Relationships
Brand
Identity
Corporate brands
Texto completo:http://hdl.handle.net/10400.14/21147
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/21147

Texto Completo

http://hdl.handle.net/10400.14/21147

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