Facing some home truths : brand backlash and the case of Qantas / Chris Baumann, Tanya Bretherton, Troy Sarina, Lucy Taksa.

This case study explores the complex challenges associated with building and maintaining a national and iconic brand. Stakeholder perceptions of organizational behaviour can have significant implications for the success or failure of a brand campaign. In this case study, the authors examine qualitat...

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Bibliographic Details

Online Access:	Full Text (via SAGE)
Main Authors:	Baumann, Chris (Author), Bretherton, Tanya (Author), Sarina, Troy (Author), Taksa, Lucy (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications Ltd, 2017.
Series:	SAGE Knowledge. Cases.
Subjects:	Qantas Airways. Qantas Airways Branding (Marketing) > Case studies. Advertising > Case studies. Organizational behavior > Case studies. Advertising Branding (Marketing) Organizational behavior Case studies