Defining a corporate real estate management’s (CREM) brand
Purpose – This paper aims to explore how branding theory can be used to understand corporate real estate management’s (CREM’s) relationships with its customers. Specifically, the perspectives of CREM executives and customers are used to develop a statement of a CREM brand. Design/methodology/approac...
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| Main Authors: | , |
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| Format: | Article |
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Emerald Group Publishing Limited
2014
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| Online Access: | http://www.emeraldinsight.com/10.1108/JCRE-10-2013-0031 http://www.emeraldinsight.com/10.1108/JCRE-10-2013-0031 http://eprints.uthm.edu.my/6250/1/abdul_jalil_omar_U.pdf |
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