Using an integrative approach to assess brand identity

There is a wide agreement that identity is a multidisciplinary concept. The authors consider this an opportunity do develop a framework to assess identity. In a marketing context, literature reveals two approaches on identity: one focus on corporate identity and the other focus on branding. The aim...

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Bibliographic Details
Main Author: Barros, Teresa (author)
Other Authors: Martins, Francisco Vitorino (author)
Format: conferenceObject
Language:eng
Published: 2013
Subjects:
Corporate identity
Brand identity
Integrative approach
Multidisciplinary concept
Synthesis framework
Online Access:http://hdl.handle.net/10400.22/1853
Country:Portugal
Oai:oai:recipp.ipp.pt:10400.22/1853

Internet

http://hdl.handle.net/10400.22/1853

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