Retailer corporate branding / Sharifah Faridah Syed Alwi
The personification approach (e.g. customers view company name as a person) has been used in the past to understand corporate brand image (CBl). However, empirical studies using this approach were limited to only a few settings (e.g. department store and automobile). The applicability of this type o...
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| Format: | Article |
| Language: | English |
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Faculty of Business and Management ; UiTM Press
2007
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| Online Access: | http://ir.uitm.edu.my/id/eprint/11442/ http://ir.uitm.edu.my/id/eprint/11442/ http://ir.uitm.edu.my/id/eprint/11442/1/AJ_SHARIFAH%20FARIDAH%20SYED%20ALWI%20JIBE%2007.pdf |