Corporate branding in the retail sector: a pilot study-Reference-Cited by-同舟云学术

Corporate branding in the retail sector: a pilot study

Published:2002-06-01 Issue:2 Volume:7 Page:92-99
ISSN:1356-3289
Container-title:Corporate Communications: An International Journal
language:en
Short-container-title:

Author:

Burghausen Mario,Fan Ying

Abstract

It can be argued that corporate branding is essentially a strategic task spanning across functional boundaries and internal and external spheres of the organisation. This paper presents the findings from a study in the UK retail sector, to assess whether practitioners share the view that the corporate brand is an integrative device and that the process of corporate branding is holistic in nature.

Publisher

Emerald

Subject

Organizational Behavior and Human Resource Management,Industrial relations

Reference20 articles.

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3. Birkigt, M. and Stadler, M.M. (1986), Corporate Identity, Grundlagen, Funktionen und Beispiele, Verlag Moderne Industrie, Landsberg/Lech.

4. Burghausen, M. (2000), “Corporate branding as an integrative marketing concept: a conceptualisation and an exploration of its relevance in reference to the UK’s retail sector”, MBA Dissertation, Lincoln School of Management, Lincoln.

5. De Chernatony, L. (1999), “Brand management through narrowing the gap between brand identity and brand reputation”, Journal of Marketing Management, Vol. 15 Nos 1‐3, pp. 157‐79.

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