Brand Ambassadors - Strategic Diplomats or Tactical Promoters?

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Reference

Fisher-Buttinger, C., & Vallaster, C. (2008). Brand Ambassadors - Strategic Diplomats or Tactical Promoters? In P. Kitchen (Ed.), Metaphor in Marketing. London: Palgrave Macmillan.

Publication type

Chapter in Book

Persons

Organizational Units

  • Institute for Entrepreneurship
  • Chair in International Management