Browsing NHH Brage by Author "Mossberg, Lena Larsson"

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    • Company versus country branding : "Same, same but different" 

      Kleppe, Ingeborg Astrid; Mossberg, Lena Larsson (Report, Research report, 2002-10)
      The aim of this study is to investigate whether countries can be branded like companies. Company brands are managed according to clear ownership and top-down control of brand management. In contrast, countries are governed ...

    • Country and destination image : similar or different image objects 

      Kleppe, Ingeborg Astrid; Mossberg, Lena Larsson (Working Paper, Working paper, 2001-12)
      Country Image and Destination Image research exist as two parallel research tracks with almost no cross-references although the concepts refers to almost the same area of applied marketing, namely export products to ...