Corporate Branding and Brand-Building Behavior: The Importance of Leadership as a Stepping Stone

Rudiger Hans Kaufmann, Demetris Vrontis, Michael R. Czinkota, Alvin Hadiono

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

    Original languageEnglish
    Title of host publicationAmerican Marketing Association, Global Marketing Special Interest Group Conference, Global Marketing Managers: Addressing Challenges posed by the Changes in Global Economy
    Place of PublicationCancun, Mexico
    Publication statusPublished - 13 Jan 2011

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