Summary and Conclusions


This chapter summarises the findings of the research, discusses their managerial implications, assesses their contributions to theory relating to corporate brand management and corporate communication and suggests future research directions on using corporate advertising and ad-like communication activities in corporate brand management.


Decision Support System Preference Score Communication Tool Tool Selection Decision Situation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Deutscher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden 2007

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