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2017•Journal of Brand ManagementRequires access

Experience-centric branding: challenges and advancing a new mantra for corporate brand governance

Bill Merrilees

Open publisher page 37 citations

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Key concepts: Corporate branding, Brand management, Brand equity, Brand loyalty, Employer branding, Rebranding, Marketing, Brand awareness

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Experience-centric branding: challenges and advancing a new mantra for corporate brand governance — Research Paper | ScholarLens