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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Bibliographic Details
Other Authors: Balmer, John M. T., Powell, Shaun M., Kernstock, Joachim, 1966-, Brexendorf, Tim Oliver, 1973-
Format: eBook
Language: English
Published: London : Palgrave Macmillan, 2016.
Series: Journal of brand management: advanced collections.
Subjects:
Branding (Marketing)
elektronické knihy
electronic books
ISBN: 9781352000085
9781352000078
Physical Description: 1 online resource (219 pages)

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Table of contents

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040 |a EBLCP  |b eng  |e pn  |c EBLCP  |d N$T  |d YDX  |d N$T  |d OCLCQ  |d OCLCF  |d UAB  |d IOG  |d ESU  |d NJR  |d UPM  |d VT2  |d AZU  |d MERER  |d JBG  |d IAD  |d GZM  |d ICW  |d ICN  |d ILO  |d OTZ  |d OHI  |d IAS  |d INU  |d OCLCQ  |d U3W  |d OCLCQ  |d KSU  |d BRX  |d OCLCQ  |d ERF  |d OCLCQ  |d SRU 
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245 0 0 |a Advances in corporate branding /  |c edited by John M.T. Balmer, Shaun M. Powell, Joachim Kernstock and Tim Oliver Brexendorf. 
264 1 |a London :  |b Palgrave Macmillan,  |c 2016. 
300 |a 1 online resource (219 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
490 1 |a Journal of brand management: advanced collections 
504 |a Includes bibliographical references and index. 
505 0 |a Chapter 1 Introduction: Current state and future directions for research on corporate brand management -- Chapter 2 Explicating corporate brands and their management: Reflections and directions from 1995 -- Chapter 3 The importance of corporate brand personality traits to a successful 21st century business -- Chapter 4 Managing the franchised brand: The franchisees' perspective -- Chapter 5 Alliance brands: Building corporate brands through strategic alliances? -- Chapter 6 The role of internal branding in the delivery of employee brand promise -- Chapter 7 An integrated approach to corporate branding -- Chapter 8 Finding sources of brand value: Developing a stakeholder model of brand equity -- Chapter 9 The organic view of the brand: A brand value co-creation model -- Chapter 10 Corporate brand orientation: What is it? What of it? 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty 
520 |a 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'. 
590 |a SpringerLink  |b Springer Complete eBooks 
650 0 |a Branding (Marketing) 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Balmer, John M. T. 
700 1 |a Powell, Shaun M. 
700 1 |a Kernstock, Joachim,  |d 1966- 
700 1 |a Brexendorf, Tim Oliver,  |d 1973- 
776 0 8 |i Print version:  |t Advances in corporate branding.  |d London : Palgrave Macmillan, 2016  |z 1352000075  |z 9781352000078  |w (OCoLC)952788152 
830 0 |a Journal of brand management: advanced collections. 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://link.springer.com/10.1057/978-1-352-00008-5  |y Plný text 
992 |c NTK-SpringerBM 
999 |c 97902  |d 97902 

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