Corporate brand: The company-customer misalignment and its performance implications

Journal of Brand Management

Volumn 17, Issue 7, 2010, Pages 488-503

  Anisimova, Tatiana ^a  

^a NONE

Author keywords

brand measurement; corporate brand; customer satisfaction and loyalty; misalignment; profi le deviation

Indexed keywords

EID: 77954967507     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/bm.2010.7     Document Type: Article

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