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

Silvia Biraghi; Rossella Chiara Gambetti

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

Silvia Biraghi, Rossella Chiara Gambetti

Risultato della ricerca: Contributo in libro › Chapter

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

Lingua originale	English
Titolo della pubblicazione ospite	Managing corporate communication: a cross-cultural approach
Editor	ROSSELLA GAMBETTI, STEPHEN QUIGLEY
Pagine	169-190
Numero di pagine	22
Stato di pubblicazione	Pubblicato - 2012

Keywords

corporate brand, corporate branding, reputation, identity

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title = "Corporate branding and stakeholder engagement in corporate communication management: the link between identity and reputation",

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",

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author = "Silvia Biraghi and Gambetti, {Rossella Chiara}",

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AB - 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

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M3 - Chapter

SN - 978-0-230-34802-8

SP - 169

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BT - Managing corporate communication: a cross-cultural approach

A2 - GAMBETTI, ROSSELLA

A2 - QUIGLEY, STEPHEN

ER -

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

Abstract

Keywords

Altri file e collegamenti

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