haku: @author Page, G. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Page, G. Fearn, H. |
| Otsikko: | Corporate reputation: what do consumers really care about? |
| Lehti: | Journal of Advertising Research
2005 : SEP, VOL. 45:3, p. 305-313 |
| Asiasana: | consumer behaviour brands reputation |
| Kieli: | eng |
| Tiivistelmä: | This study aims at finding out if consumers care about corporate reputation. It is done by comparing consumers' perceptions of companies to the consumers equity of brands owned by those companies, using international studies of brand equity and corporate reputation. Findings show that poor corporate reputation makes building strong brands difficult but a good reputation is no guarantee of success. |
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