Advances in Corporate Branding

• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Άλλοι συγγραφείς: Balmer, John M. T. (Επιμελητής έκδοσης), Powell, Shaun M. (Επιμελητής έκδοσης), Kernstock, Joachim (Επιμελητής έκδοσης), Brexendorf, Tim Oliver (Επιμελητής έκδοσης)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2017.
• Σειρά: Journal of Brand Management: Advanced Collections
• Θέματα: 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...

Πίνακας περιεχομένων:

• Chapter 1 Introduction: Current state and future directions for research on corporate brand management
• Chapter 2 Explicating corporate brands and their management: Reflections and directions from 1995
• Chapter 3 The importance of corporate brand personality traits to a successful 21st century business
• Chapter 4 Managing the franchised brand: The franchisees' perspective
• Chapter 5 Alliance brands: Building corporate brands through strategic alliances?
• Chapter 6 The role of internal branding in the delivery of employee brand promise
• Chapter 7 An integrated approach to corporate branding
• Chapter 8 Finding sources of brand value: Developing a stakeholder model of brand equity
• Chapter 9 The organic view of the brand: A brand value co-creation model
• Chapter 10 Corporate brand orientation: What is it? What of it?. .