European Journal of Marketing, Volume 46, Issue 7 & 8
ebook ∣ European Journal of Marketing
By Temi Abimbola

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This ebook examines the notion of brands in terms of identity, values, expression, symbolism, equity and competition. It explores relationships, partnerships, trade-offs and promises in the virtual and real world, reflecting on corporate, social responsibility (CRS) for products, organizations and places, with reference to some of the main theories and research in this field.