Corporate Brand Orientation: What Is It? What of It?

  • John M. T. Balmer
Part of the Journal of Brand Management: Advanced Collections book series (JBMAC)


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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  • John M. T. Balmer

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