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Brand behaviour : Relevance and conceptual implications for brand building through employer-customer interaction

Tim Brexendorf & Joachim Kernstock

fulltext etc. no fulltext attached
abstract
   
type conference paper (English)
   
keywords brand management, Markenführung, Markenmanagement, behavioral branding, brand behavior, brand behaviour
   
name of conference Brand and society: The social, cultural and financial impacts of brands in the 21st century (University of Cambridge)
date of conference 2-9-2009
title of proceedings 5th International Conference of the Academy of Marketing`s Brand, Identity and Corporate Reputation SIG
page(s) 111
publisher Academy of Marketing
ISBN 0-9549730-4-6
review external review
   
citation Brexendorf, T., & Kernstock, J. (2009). Brand behaviour: Relevance and conceptual implications for brand building through employer-customer interaction. In 5th International Conference of the Academy of Marketing`s Brand, Identity and Corporate Reputation SIG, pp.111: Academy of Marketing. - ISBN 0-9549730-4-6.