Corporate Brand Identity Co-creation in Business-to-business Contexts

Volume: 85, Pages: 32 - 43
Published: Feb 1, 2020
Abstract
null null Traditionally, corporate brand identity was considered to be directed and controlled by managers. However, more recent research has begun to recognize the limits of this view, which has led to the emergence of a stakeholder-driven, dynamic perspective, in which multiple stakeholders co-create diverse corporate brand meanings. This perspective argues that while managers have influence over the essence of the corporate brand, other...
Paper Details
Title
Corporate Brand Identity Co-creation in Business-to-business Contexts
Published Date
Feb 1, 2020
Volume
85
Pages
32 - 43
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