Advances in Corporate Branding

• Corporate Author: SpringerLink (Online service)
• Other Authors: Balmer, John M. T. (Editor), Powell, Shaun M. (Editor), Kernstock, Joachim (Editor), Brexendorf, Tim Oliver (Editor)
• Format: Electronic eBook
• Language: English
• Published: London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2017.
• Series: Journal of Brand Management: Advanced Collections
• Subjects: Business.; Customer relations > Management.; Leadership.; Organization.; Planning.; Business and Management.; Customer Relationship Management.; Business Strategy/Leadership.

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 o...