Abstract
The concepts of corporate branding and corporate identity have gained considerable interest both in academic and practitioner circles. These concepts are particularly salient to strategic management and marketing disciplines, providing new lenses through which an organization’s central attributes may be nurtured and altered.
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References
Bhattacharya, C. B. and S. Sen (2003) ‘Consumer-company Identification: A Framework for Understanding Consumers’ Relationships with Companies’, Journal of Marketing, 67, pp. 76–88.
Melewar, T. C. and E. Jenkins (2000) ‘Defining Corporate Identity: the Search for a Holistic Model’, Advanced Issues in Marketing, pp. 1–25.
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© 2008 Palgrave Macmillan, a division of Macmillan Publishers Limited
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Melewar, T.C., Karaosmanoğlu, E. (2008). Introduction. In: Melewar, T.C., Karaosmanoğlu, E. (eds) Contemporary Thoughts on Corporate Branding and Corporate Identity Management. Palgrave Macmillan, London. https://doi.org/10.1057/9780230583221_1
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DOI: https://doi.org/10.1057/9780230583221_1
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-36062-8
Online ISBN: 978-0-230-58322-1
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