Browsing Department of Communication Science by Subject "Branding (Marketing)"

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Academic guidelines for content marketing : research-based recommendations for better practice

Du Plessis, Charmaine (Lupcon Centre for Business Research, 2015-10)

Due to rising interest in sharing brand content online much has been written about using content marketing as part of the company's marketing mix. However, different perspectives of what content marketing entails and how ...
An assessment of the role of corporate brand identity in corporate brand image formation

Le Roux, Christelle (2013-06-13)

This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective ...

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