Advances in corporate branding
This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation o...
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| Other Authors: | , , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
Palgrave Macmillan,
2016.
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| Series: | Journal of brand management: advanced collections.
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| Subjects: | |
| ISBN: | 9781352000085 9781352000078 |
| Physical Description: | 1 online resource (219 pages) |
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Table of contents
| Summary: | This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'. |
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| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781352000085 9781352000078 |
| Access: | Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty |
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