The corporate brand and strategic direction : senior business school managers' cognitions of corporate brand building and management
Year of publication: |
January 2016
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Authors: | Balmer, John M. T. ; Wang, Wei-Yue |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 23.2016, 1, p. 8-21
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Subject: | business schools | corporate brand | corporate brand management | Markenführung | Brand management | Wirtschaftshochschule | Economics department | Markenarchitektur | Brand architecture | Firmenimage | Corporate reputation | Unternehmenskultur | Corporate culture | Strategisches Management | Strategic management |
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