Portfolio Advertising as an Instrument to Strengthen the Corporate Brand in a Complex Brand Architecture

Franz-Rudolf Esch, Christian Brunner

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Original languageEnglish
Title of host publicationEuropean Advances in Consumer Research
EditorsAlan Bradshaw, Chris Hackley, Pauline Maclaren
PublisherAssociation for Consumer Research
ISBN (Print)9780915552665
Publication statusPublished - Jul 2011

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