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Advances in Corporate Branding (Paperback, Softcover reprint of the original 1st ed. 2017)
Loot Price: R3,579
Discovery Miles 35 790
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Advances in Corporate Branding (Paperback, Softcover reprint of the original 1st ed. 2017)
Series: Journal of Brand Management: Advanced Collections
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This prestigious edited collection of articles from the Journal of
Brand Management discusses the impact of research on our
understanding of corporate brand characteristics and corporate
brand management to date. A wide range of topics are covered,
including franchise brand management, co-creation of corporate
brands, alliance brands, the role of internal branding in the
delivery of employee brand promise, and the expansion into new
approaches. Advances in Corporate Branding is essential reading for
those undertaking a PhD programme or by upper level students
looking for rigorous academic material on the subject and for
scholars and discerning practitioners, acting as 'advanced
introductions'.
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