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

Risultato della ricerca: Contributo in libro › Capitolo

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	Inglese
Titolo della pubblicazione ospite	Managing corporate communication: a cross-cultural approach
Editore	Palgrave Macmillan
Pagine	169-190
Numero di pagine	22
ISBN (stampa)	978-0-230-34802-8
Stato di pubblicazione	Pubblicato - 2012

Keywords

corporate brand
corporate branding
identity
reputation

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

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KW - identity

KW - reputation

UR - https://publicatt.unicatt.it/handle/10807/41002

M3 - Chapter

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BT - Managing corporate communication: a cross-cultural approach

PB - Palgrave Macmillan

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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