Performative corporate brand identity in industrial markets : the case of German prosthetics manufacturer Ottobock
Year of publication: |
2020
|
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Authors: | Kristal, Samuel ; Baumgarth, Carsten ; Henseler, Jörg |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 114.2020, p. 240-253
|
Subject: | Business-to-business branding | Case study | Corporate brand identity co-creation | Performativity theory | Markenführung | Brand management | Deutschland | Germany | Markenarchitektur | Brand architecture | B-to-B-Marketing | Business-to-business marketing | Firmenimage | Corporate reputation | Marketingmanagement | Marketing management | Industrie | Manufacturing industries | Lieferantenmanagement | Supplier relationship management | Unternehmenskultur | Corporate culture |
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