Corporate Brand Orientation: What Is It? What of It?
Author:
Publisher
Palgrave Macmillan UK
Link
http://link.springer.com/content/pdf/10.1057/978-1-352-00008-5_10
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.
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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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