How to build a conscientious corporate brand together with business partners : a case study of Unilever
Oriol Iglesias, Michela Mingione, Nicholas Ind, Stefan Markovic
| Year of publication: |
2023
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| 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
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| 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 | Corporate Social Responsibility | Corporate social responsibility | Strategisches Management | Strategic management | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Kundenintegration | Customer integration | Unternehmenskultur | Corporate culture |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2022.12.008 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014282239