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

Risultato della ricerca: Contributo in libroContributo a convegno

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.
Lingua originaleEnglish
Titolo della pubblicazione ospite9th International Conference of Corporate Identity Association/Research Group (CIARG)
Pagine1-3
Numero di pagine3
Stato di pubblicazionePubblicato - 2014
Evento9th International Conference of Corporate Identity Association/Research Group (CIARG) - Amsterdam
Durata: 5 set 20147 set 2014

Convegno

Convegno9th International Conference of Corporate Identity Association/Research Group (CIARG)
CittàAmsterdam
Periodo5/9/147/9/14

Keywords

  • constructionism
  • corporate brand
  • societal corporate branding

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