Corporate Brand Stretch: Brand Extension in a Corporate Branding Perspective

Pernille Gjøls-Andersen, Esben Karmark

    Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

    Original languageEnglish
    Title of host publicationCorporate Branding, Purpose/People/Process : Towards the Second Wave of Corporate Branding
    EditorsMajken Schultz, Yun Mi Antorini, Fabian F. Csaba
    Place of PublicationFrederiksberg
    PublisherCopenhagen Business School Press
    Publication date2005
    ISBN (Print)8763099640
    Publication statusPublished - 2005

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