Reference
Esch, F.-R., Rutenberg, J., Strödter, C., & Vallaster, C. (2005). Zur Bedeutung des Behavioral Branding. In F.-R. Esch (Ed.), Moderne Markenführung (4. Auflage ed., pp. 985-1008). Wiesbaden: Gabler.
Publication type
Chapter in Edited Book
Persons
Organizational Units
- Institute for Entrepreneurship
- Chair in International Management