Exploring charity brand relationships in a healthcare context
The brand relationship paradigm (Heding et al. 2009) has been applied extensively in the commercial consumer-brand context (Breazale and Fournier 2012) but there has been scant attention to the study of corporate brand relationships (Abratt and Kleyn 2010) and more specifically in the charity domain...
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Bournemouth University
2014
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.649352 |