Brand Management at a Local Scale: A Case of ‘Ghost Awareness’

This research builds upon the study of a multinational brand relationship with the local community to test a model of analysis of brand awareness. In the model, the evaluation of two dimensions of the phenomenon is suggested: the type of awareness and the drivers of awareness. And the case study was...

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Veröffentlicht in:	Corporate reputation review 2016-04, Vol.19 (2), p.179-193
Hauptverfasser:	Ruão, Teresa, Marinho, Sandra, Balonas, Sara, Melo, Ana Duarte, Lopes, Ana Isabel
Format:	Artikel
Sprache:	eng
Schlagworte:	Audiences Brand equity Brand identification Brand image Brand loyalty Brand names Business and Management Communication Community Consciousness Consumer attitudes Consumers Consumption Corporate Communication/Public Relations Management Marketing Multinational corporations Original Article Product recalls Purchase intention Recall Reputations Studies
Online-Zugang:	Volltext
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