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Portfolio-Werbung als Technik des Impression Management: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen

Brunner, 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

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Item Type:Book
Refereed:No
Divisions:Faculty of Life Sciences > School of Agriculture, Policy and Development > Economic and Social Sciences Division > Food Economics and Marketing (FEM)
ID Code:35260
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

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