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Showing 1 to 1 of 1 for “"brand culture"”.
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Three Essays on Brand Management in the Business-to-Business Context: Brand Identity, Brand Culture, and Brand Essence
… research question of how the suppliers’ brand management in the form of brand identity, brand culture, and brand essence influences buyer-seller relationships in three independent essays. In Essay 1, I address the structure, capabilities, and outcomes of brand identity from a supplier …