Researching brand reputation

Michael Morley

Chapter 18 in The Global Corporate Brand Book, 2009, pp 211-223 from Palgrave Macmillan

Abstract: Abstract The largest and most sophisticated corporations know the value of research in all phases of their business. But many do not know the right research methods and instruments or appropriate level of spending to use to gain insights of true value for the management of the corporate brand reputation.

Keywords: Brand Reputation; Online Focus Group; Virtual Focus Group; Employee Satisfaction Survey; Grade Corporation (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23945-6_19

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DOI: 10.1057/9780230239456_19

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