Abstract
This article advances the brand orientation notion as it applies to corporate brands via the introduction and explication of what the author calls corporate brand orientation. A corporate brand orientation represents a logical development, if not a logical dénouement, of the brand orientation notion introduced by Urde (1994).
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Balmer, J.M.T. (2017). Corporate Brand Orientation: What Is It? What of It?. In: Balmer, J.M.T., Powell, S.M., Kernstock, J., Brexendorf, T.O. (eds) Advances in Corporate Branding. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-352-00008-5_10
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