An ‘inside-outside’ perspective on corporate branding: a systematic analysis of the role of communication

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The paper explores the concept and the role of corporate branding as both an inside and an outside interconnector of the company to its stakeholders through the communication efforts it relies on.
Original languageEnglish
Title of host publicationProceedings of the CCI Conference on Corporate Communication
Pages1-15
Number of pages15
Publication statusPublished - 2012
EventCCI Conference on Corporate Communication - New York
Duration: 6 Jun 20128 Jun 2012

Conference

ConferenceCCI Conference on Corporate Communication
CityNew York
Period6/6/128/6/12

Keywords

  • communication
  • corporate branding

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