Positioning and differentiation by using brand personality attributes : do mission and vision statements contribute to building a unique corporate identity?
- Ingenhoff, Diana Department for Media and Communication Science, University of Fribourg, Fribourg, Switzerland
- Fuhrer, Tanja Department for Media and Communication Science, University of Fribourg, Fribourg, Switzerland
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2010
Published in:
- Corporate communications: an international journal. - Emerald. - 2010, vol. 15, no. 1, p. 83-101
- Faculty
- Faculté des sciences économiques et sociales et du management
- Department
- Département des sciences de la communication et des médias
- Language
-
- English
- Classification
- Information, communication and media sciences
- License
-
License undefined
- Identifiers
-
- RERO DOC 278650
- DOI 10.1108/13563281011016859
- Persistent URL
- https://folia.unifr.ch/unifr/documents/305277
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