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This study explores the concept and management of a corporate branding strategy in a large South African bank. The authors review the process that Absa Bank took in developing a corporate brand after merging four banks in their group into one new large one. Models of corporate branding are...
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Purpose – The purpose of this paper is to report on the degree of success in international assignments that public relations (PR) practitioners experience and explores the influence of both organizational culture and national culture. Design/methodology/approach – PR practitioners in the USA...
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