How to build a conscientious corporate brand together with business partners : a case study of Unilever
Year of publication: |
2023
|
---|---|
Authors: | Iglesias, Oriol ; Mingione, Michela ; Ind, Nicholas ; Markovic, Stefan |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 109.2023, p. 1-13
|
Subject: | B2B relationships | Co-creation | Conscientious corporate brands | Corporate brand purpose | Corporate brands | Strategic alignment | Markenführung | Brand management | Markenarchitektur | Brand architecture | Lieferantenmanagement | Supplier relationship management | B-to-B-Marketing | Business-to-business marketing | Firmenimage | Corporate reputation | Unternehmensethik | Business ethics | Strategisches Management | Strategic management | Corporate Social Responsibility | Corporate social responsibility |
-
Iglesias, Oriol, (2020)
-
The conscientious corporate brand : definition, operationalization and application in a B2B context
Abratt, Russell, (2023)
-
Development of new B2B venture corporate brand identity : a narrative performance approach
Törmälä, Minna, (2017)
- More ...
-
Ind, Nicholas, (2017)
-
Corporate brand identity co-creation in business-to-business contexts
Iglesias, Oriol, (2020)
-
Iglesias, Oriol, (2019)
- More ...