Positioning and differentiation by using brand personality attributes : do mission and vision statements contribute to building a unique corporate identity?
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Ingenhoff, Diana
Department for Media and Communication Science, University of Fribourg, Fribourg, Switzerland
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Fuhrer, Tanja
Department for Media and Communication Science, University of Fribourg, Fribourg, Switzerland
Published in:
- Corporate communications: an international journal. - Emerald. - 2010, vol. 15, no. 1, p. 83-101
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Faculty
- Faculté des sciences économiques et sociales et du management
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Department
- Département des sciences de la communication et des médias
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Language
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Classification
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Information, communication and media sciences
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License
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License undefined
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Identifiers
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Persistent URL
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https://folia.unifr.ch/unifr/documents/305277
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