论文信息 - Measuring corporate images: A review of alternative approaches

Measuring corporate images: A review of alternative approaches

Abstract The concept of corporate image is briefly outlined, and the types of attributes that can be measured to reveal this construct are noted. A review of alternative approaches to measuring images is presented. The distinction is made between attribute- and nonattribute-based methods of scaling images, and guidelines are presented to help select appropriate methods for use.

Grahame R. Dowling | G. Dowling

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