Corporate branding and stakeholder engagement in corporate communication management: the link between identity and reputation

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The chapter defines the concept of corporate branding and illustrates its links with the strategic intangible assets of the firm to enhance firm competitive adtantage
Original languageEnglish
Title of host publicationManaging corporate communication: a cross-cultural approach
EditorsROSSELLA GAMBETTI, STEPHEN QUIGLEY
Pages169-190
Number of pages22
Publication statusPublished - 2012

Keywords

  • corporate brand, corporate branding, reputation, identity

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