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2005•Unpublished venueRequires access

Corporate branding : purpose/people/process : towards the second wave of corporate branding

Majken Schultz, Mi Antorini Yun, Fabian Csaba

Open publisher page 65 citations

Abstract

CORPORATE BRANDING - AN EVOLVING CONCEPT PURPOSE A CROSS-DISCIPLINARY PERSPECTIVE ON CORPORATE BRANDING CORPORATE BRANDING AND THE 'CONFORMITY TRAP' A COMMUNAL APPROACH TO CORPORATE BRANDING PEOPLE LIVING THE BRAND THE LIMITS OF CORPORATE BRANDING CORPORATE BRAND STRETCH PROCESS CORPORATE BRANDING AS ORGANIZATIONAL CHANGE PRINCIPLES FOR THE SECOND WAVE OF CORPORATE BRANDING

About this research paper

What this paper is about

CORPORATE BRANDING - AN EVOLVING CONCEPT PURPOSE A CROSS-DISCIPLINARY PERSPECTIVE ON CORPORATE BRANDING CORPORATE BRANDING AND THE 'CONFORMITY TRAP' A COMMUNAL APPROACH TO CORPORATE BRANDING PEOPLE LIVING THE BRAND THE LIMITS OF CORPORATE BRANDING CORPORATE BRAND STRETCH PROCESS CORPORATE BRANDING AS ORGANIZATIONAL CHANGE PRINCIPLES FOR THE SECOND WAVE OF CORPORATE BRANDING

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OpenAlex reports 65 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

CORPORATE BRANDING - AN EVOLVING CONCEPT PURPOSE A CROSS-DISCIPLINARY PERSPECTIVE ON CORPORATE BRANDING CORPORATE BRANDING AND THE 'CONFORMITY TRAP' A COMMUNAL APPROACH TO CORPORATE BRANDING PEOPLE LIVING THE BRAND THE LIMITS OF CORPORATE BRANDING CORPORATE BRAND STRETCH PROCESS CORPORATE BRANDING AS ORGANIZATIONAL CHANGE PRINCIPLES FOR THE SECOND WAVE OF CORPORATE BRANDING

Key concepts: Corporate branding, Corporate communication, Business, Corporate social responsibility, Corporate security, Conformity, Stakeholder, Organizational culture

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