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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| Formato: | conferenceObject |
| Idioma: | eng |
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2013
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| Texto completo: | http://hdl.handle.net/10400.22/1853 |
| País: | Portugal |
| Oai: | oai:recipp.ipp.pt:10400.22/1853 |