The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model

The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence of...

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Bibliographic Details
Main Authors: Teresa Barros, Paula Rodrigues, Nelson Duarte, Xue-Feng Shao, F. V. Martins, H. Barandas-Karl, Xiao-Guang Yue
Format: Article
Language:English
Published: MDPI AG 2020-06-01
Series:Journal of Risk and Financial Management
Subjects:
Online Access:https://www.mdpi.com/1911-8074/13/6/133