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Portfolio-Werbung als Technik des Impression Management

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

Die Bedeutung der Dachmarke rückt seit einigen Jahren vermehrt in den Vordergrund und viele Unternehmen sind bestrebt, das Image der Dachmarke aktiv zu stärken. Bei komplexen Markenarchitekturen stell

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2019Verhaltenswissenschaftliche Grundlagen zur Markenführung

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