Incorporating Business Unit Managers' Perspectives in Corporate-branding Strategy Decision Making

Corporate Reputation Review

Volumn 5, Issue 2-3, 2002, Pages 241-251

  van Riel, C B M ^a   van Bruggen, G H ^a  

^a ERASMUS UNIVERSITY   (Netherlands)

Author keywords

advertising; brand; communications; corporate branding; e communication; identity; image; intangibles; philanthropy; positioning; reputation; stakeholder

Indexed keywords

EID: 33744782442     PISSN: 13633589     EISSN: 14791889     Source Type: Journal    
DOI: 10.1057/palgrave.crr.1540177     Document Type: Article

References (0)