TITLE

Brand conduct unbecoming

AUTHOR(S)
Lewis, Stewart; Bollen, Alex
PUB. DATE
December 2003
SOURCE
Brand Strategy;Dec/Jan2004, Issue 178, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the growing interest of consumers on companies behind the brands. Importance of developing trust in corporate brand; Scrutiny on the social responsibility of business; Impact of brand performance on brand health.
ACCESSION #
11630512

 

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