Corporate brand orientation: What is it? What of it?
Author:
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Strategy and Management
Link
http://link.springer.com/content/pdf/10.1057/bm.2013.15.pdf
Reference54 articles.
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3. Balmer, J.M.T. (2001a) The three virtues and seven deadly sins of corporate brand management. Journal of General Management 27 (1): 17.
4. Balmer, J.M.T. (2001b) Corporate identity, corporate branding and corporate marketing: Seeing through the fog. European Journal of Marketing 35 (3–4): 248–291.
5. Balmer, J.M.T. (2008) Identity based views of the corporation: Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity, and corporate image. European Journal of Marketing 42 (9–10): 879–906.
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