Retailer corporate branding / Sharifah Faridah Syed Alwi

• المؤلف الرئيسي: Syed Alwi, Sharifah Faridah
• التنسيق: مقال
• اللغة: English
• منشور في: Faculty of Business and Management ; UiTM Press 2007
• الموضوعات: Corporate image; Branding (Marketing); Retail trade
• الوصول للمادة أونلاين: http://ir.uitm.edu.my/id/eprint/11442/1/AJ_SHARIFAH%20FARIDAH%20SYED%20ALWI%20JIBE%2007.pdf; http://ir.uitm.edu.my/id/eprint/11442/; https://jibe.uitm.edu.my/

The personification approach (e.g. customers view company name as a person) has been used in the past to understand corporate brand image (CBl). However, empirical studies using this approach were limited to only a few settings (e.g. department store and automobile). The applicability of this type o...