Retailer corporate branding / Sharifah Faridah Syed Alwi

• Autore principale: Syed Alwi, Sharifah Faridah (Autore)
• Natura: Libro
• Pubblicazione: Faculty of Business and Management ; UiTM Press, 2007.
• Soggetti: Article; PeerReviewed
• Accesso online: Link Metadata

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...