CORDIS Project
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This research examines the relationship between corporate actions and consumer perceptions of brand image in a global context. It aims to identify effective communication strategies that influence consumer attitudes towards corporate brands.
Global brands are among the most important intangible assets a company can have.
According to the Interbrand/BusinessWeek Study (2004), the financial value of the top 100 global brands exceeds 1 trillion USD.
Accordingly, many researchers have investigated different aspects of branding and global branding.
Dr.
Tasoluk would like to investigate how a “systems model of brand antecedents and consequences,” proposed by Keller and Lehmann (2006) works in the context of global corporate brands.
In th…
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