BUILDING A UNIQUE CORPORATE IDENTITY: A STUDY ON THE MISSION & VISION STATEMENTS ON CORPORATE WEBSITES OF MALAYSIAN AND SINGAPOREAN CORPORATIONS
Purpose - The purpose of this paper is to examine the current state of mission and vision statements on corporate websites of Malaysian and Singaporean corporations based on Aaker’s brand personality attributes and analyze how the attributes are effectively used to build up a unique corporate identi...
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| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Published: |
2011
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| Subjects: | |
| Online Access: | http://eprints.utp.edu.my/5082/1/Conference_Paper_Cobiir_final.doc http://eprints.utp.edu.my/5082/ |
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