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The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance

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https://hal.archives-ouvertes.fr/hal-03010439
Contributor : Valorisation Service <>
Submitted on : Tuesday, November 17, 2020 - 5:07:07 PM
Last modification on : Monday, March 29, 2021 - 11:30:05 AM

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Lucia Porcu, Salvador del Barrio-García, Philip Kitchen, Marwa Tourky. The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance. Journal of Business Research, Elsevier, 2019, ⟨10.1016/j.jbusres.2019.10.049⟩. ⟨hal-03010439⟩

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