Structure and agency in the 'Brand Box' : a self-ethnography of university branding
This thesis uses an in-depth case study of an English university's brand to examine the utility of Martin Kornberger's account of branding. It argues that structuration theory powerfully explains both the relationships between Kornberger's four main categories of branding theory, and...
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University of Exeter
2012
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.578988 |