To Brand or Not To Brand? Trade-offs in Corporate Branding Decisions

Corporate Reputation Review

Volumn 5, Issue 2-3, 2002, Pages 228-240

  Griffin, J J ^a  

^a GEORGE WASHINGTON UNIVERSITY   (United States)

Author keywords

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

Indexed keywords

EID: 33744785536     PISSN: 13633589     EISSN: 14791889     Source Type: Journal    
DOI: 10.1057/palgrave.crr.1540176     Document Type: Article

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