Corporate brand orientation: Identity, internal images, and corporate identification matters
Abstract
Considers the significance of corporate identity, internal corporate brand/identity images, and corporate brand identification for corporate brand orientation. Three propositions based on the above are formulated. By highlighting the importance of these concepts, scholars are more fully able to comprehend the importance and connectedness between the concepts. The same is true for senior managers who have responsibility for managing and nurturing...
Paper Details
Title
Corporate brand orientation: Identity, internal images, and corporate identification matters
Published Date
Sep 1, 2021
Journal
Volume
134
Pages
729 - 737
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