Societal corporate branding under construction. A narrative perspective to detect weak signals of change

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

Abstract

In our study we develop a narrative approach to reconstruct, explore, and interpret the traces of societal corporate branding to start building an inclusive and contemporary framework of the dimensions underpinned by current company value proposition.
Original languageEnglish
Title of host publication9th International Conference of Corporate Identity Association/Research Group (CIARG)
Pages1-3
Number of pages3
Publication statusPublished - 2014
Event9th International Conference of Corporate Identity Association/Research Group (CIARG) - Amsterdam
Duration: 5 Sep 20147 Sep 2014

Conference

Conference9th International Conference of Corporate Identity Association/Research Group (CIARG)
CityAmsterdam
Period5/9/147/9/14

Keywords

  • constructionism
  • corporate brand
  • societal corporate branding

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