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...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | conferenceObject |
| Language: | eng |
| Published: |
2013
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10400.22/1853 |
| Country: | Portugal |
| Oai: | oai:recipp.ipp.pt:10400.22/1853 |