Company image research as a basis for umbrella advertising

Date of publication: August 1, 1967

Abstract:

Company image research is generally thought of in connection with manufacturers of industrial products, air lines, banks and other institutions, and with objectives such as obtaining the attitude of the trade, investors and employees. Relatively little research has been carried out on company images in relation to the marketing and advertising of consumer goods. This is the area with which this paper is concerned.

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