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Communicating Corporate Brands Through Narratives: The Moderating Effect of Persuasion Motives
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Communicating Corporate Brands Through Narratives: The Moderating Effect of Persuasion Motives
ISSN
1054-0806
ISBN
0-87757-329-8
Type
conference paper
Date Issued
2008-02-15
Author(s)
Wentzel, Daniel
Tomczak, Torsten
Andreas Herrmann
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
2008 AMA Winter Educators' Conference Proceedings: Marketing Theory and Applications. Volume 19
Publisher
American Marketing Association
Event Title
AMA Winter Marketing Educators' Conference
Event Location
Austin, TX
Event Date
15.-18.02.2008
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/78667
Subject(s)
business studies
Division(s)
ICI - Institute for C...
ITEM - Institute of T...
EMBA - Executive MBA
Eprints ID
40113