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DownloadBrunner, C. B. (2013) Portfolio-Werbung als Technik des Impression Management: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen. Marken- und Produktmanagement. SpringerGabler, Wiesbaden, pp433. ISBN 9783834945723
| Additional Information | English transaltion of title: "Portfolio advertising as a technique of impression management: a study of the mutual strengthening of the corporate brand and its product brands in complex brand architectures" |
| Item Type | Book |
| URI | https://reading-clone.eprints-hosting.org/id/eprint/35260 |
| Refereed | No |
| Divisions | Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing |
| Uncontrolled Keywords | Portfolio Advertising, Brand Architecture, Corporate Brand, Impression Management Theory, Categorisation Theory |
| Additional Information | English transaltion of title: "Portfolio advertising as a technique of impression management: a study of the mutual strengthening of the corporate brand and its product brands in complex brand architectures" |
| Publisher | SpringerGabler |
| Download/View statistics | View download statistics for this item |
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