The brand authenticity continuum: strategic approaches for building value
Author:
Publisher
Informa UK Limited
Subject
Marketing,Strategy and Management
Link
http://www.tandfonline.com/doi/pdf/10.1080/0267257X.2016.1145722
Reference90 articles.
1. Brand authentication: creating and maintaining brand auras
2. The Use of Pledges to Build and Sustain Commitment in Distribution Channels
3. Corporate Identity and the Advent of Corporate Marketing
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