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

Esch, Franz-Rudolf and Brunner, Christian (2011) Portfolio Advertising as an Instrument to Strengthen the Corporate Brand in a Complex Brand Architecture. In: European Advances in Consumer Research. Association for Consumer Research, p. 543. ISBN 9780915552665

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Official URL: http://www.acrwebsite.org/search/view-conference-p...
Item Type: Book Section
Additional Information: Presented at the 2010 European Conference of the Association for Consumer Research held at Royal Holloway, University of London, 30 June - 3 July 2010.
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Depositing User: Helen Pattison
Date Deposited: 15 May 2012 08:15
Last Modified: 27 Apr 2017 15:20
URI: http://nrl.northumbria.ac.uk/id/eprint/7045

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