Portfolio Advertising as an Instrument to Strengthen the Corporate Brand in a Complex Brand Architecture

Franz-Rudolf Esch; Christian Brunner

Portfolio Advertising as an Instrument to Strengthen the Corporate Brand in a Complex Brand Architecture

Franz-Rudolf Esch, Christian Brunner

Northumbria University

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Original language	English
Title of host publication	European Advances in Consumer Research
Editors	Alan Bradshaw, Chris Hackley, Pauline Maclaren
Publisher	Association for Consumer Research
Pages	543
Volume	9
ISBN (Print)	9780915552665
Publication status	Published - Jul 2011

Access to Document

http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=1007061

Cite this

@inbook{54a3be570081455b8867dd440382aeb0,

title = "Portfolio Advertising as an Instrument to Strengthen the Corporate Brand in a Complex Brand Architecture",

author = "Franz-Rudolf Esch and Christian Brunner",

note = "Presented at the 2010 European Conference of the Association for Consumer Research held at Royal Holloway, University of London, 30 June - 3 July 2010.",

year = "2011",

month = jul,

language = "English",

isbn = "9780915552665",

volume = "9",

pages = "543",

editor = "Alan Bradshaw and Chris Hackley and Pauline Maclaren",

booktitle = "European Advances in Consumer Research",

publisher = "Association for Consumer Research",

}

Portfolio Advertising as an Instrument to Strengthen the Corporate Brand in a Complex Brand Architecture. / Esch, Franz-Rudolf; Brunner, Christian.
European Advances in Consumer Research. ed. / Alan Bradshaw; Chris Hackley; Pauline Maclaren. Vol. 9 Association for Consumer Research, 2011. p. 543.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

TY - CHAP

T1 - Portfolio Advertising as an Instrument to Strengthen the Corporate Brand in a Complex Brand Architecture

AU - Esch, Franz-Rudolf

AU - Brunner, Christian

N1 - Presented at the 2010 European Conference of the Association for Consumer Research held at Royal Holloway, University of London, 30 June - 3 July 2010.

PY - 2011/7

Y1 - 2011/7

M3 - Chapter

SN - 9780915552665

VL - 9

SP - 543

BT - European Advances in Consumer Research

A2 - Bradshaw, Alan

A2 - Hackley, Chris

A2 - Maclaren, Pauline

PB - Association for Consumer Research

ER -