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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Bibliographic Details
Main Author: Barros, Teresa (author)
Other Authors: Martins, Francisco Vitorino (author), Barandas-Karl, Hortênsia (author), Machado, Joana César (author)
Format: conferenceObject
Language:eng
Published: 2013
Subjects:
Relationships
Brand
Corporate brands
Identity
Online Access:http://hdl.handle.net/10400.22/1863
Country:Portugal
Oai:oai:recipp.ipp.pt:10400.22/1863

Internet

http://hdl.handle.net/10400.22/1863

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