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150418s2015 xx o 000 0 eng d |
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|a EBLCP
|b eng
|e pn
|c EBLCP
|d DEBSZ
|d OCLCQ
|d MERUC
|d OCLCQ
|d REDDC
|d OCLCF
|d OCLCO
|d OCLCL
|d SXB
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|a 9781317950912
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|a 1317950917
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|a (OCoLC)907609749
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|a HF5415 .C6547 2015
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|a HCDD
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|a Melewar, T. C.
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|a Corporate Branding :
|b Areas, arenas and approaches.
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|a Hoboken :
|b Taylor and Francis,
|c 2015.
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|a 1 online resource (287 pages)
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|a text
|b txt
|2 rdacontent
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|a computer
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|2 rdamedia
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|a online resource
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|a Print version record.
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|a Cover; Title Page; Copyright Page; Dedication; Table of Contents; List of figures; List of tables; Notes on contributors; Foreword; Acknowledgements; Introduction; PART I Corporate brand: areas; 1 Corporate brand: Europe; 2 Corporate brand: USA; 3 Corporate brand: Asia; 4 Corporate brand: New Zealand; PART II Corporate brand: arenas; 5 Corporate brand: online; 6 Corporate brand: business-to-business; 7 Corporate brand: professional service firms; 8 Corporate brand: place/destination branding; PART III Corporate brand: approaches; 9 Corporate brand: structural equation modelling.
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|a 10 Corporate brand: case study research11 Corporate brand: experimental research; 12 Corporate brand: expert interviews; PART IV Conclusion to corporate brand; Corporate brand: future and challenges; Index.
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|a A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer.
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|a Marketing.
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|a Consumers' preferences.
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|a marketing.
|2 aat
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|a Consumers' preferences
|2 fast
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| 650 |
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|a Marketing
|2 fast
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| 700 |
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|a Alwi, S. F. Syed.
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| 758 |
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|i has work:
|a Corporate branding (Text)
|1 https://id.oclc.org/worldcat/entity/E39PCFKCv6yFhgfkCQ4FT9kmtX
|4 https://id.oclc.org/worldcat/ontology/hasWork
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| 776 |
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|i Print version:
|a Melewar, T C.
|t Corporate Branding : Areas, arenas and approaches.
|d Hoboken : Taylor and Francis, ©2015
|z 9780415721110
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| 856 |
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|u https://ebookcentral.proquest.com/lib/holycrosscollege-ebooks/detail.action?docID=2011275
|y Click for online access
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|a EBC-AC
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|a 92
|b HCD
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