Retailer corporate branding / Sharifah Faridah Syed Alwi

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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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Bibliographic Details
Main Author:	Syed Alwi, Sharifah Faridah
Format:	Article
Language:	English
Published:	Faculty of Business and Management ; UiTM Press 2007
Subjects:	Corporate image Branding (Marketing) Retail trade
Online Access:	https://ir.uitm.edu.my/id/eprint/11442/

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