Struggles in organizational attempts to adopt new branding logics: the case of a marketizing university

Consumption Markets and Culture

Volumn 17, Issue 6, 2014, Pages 522-552

  Aspara, Jaakko ^a   Aula, Hanna Mari ^a   Tienari, Janne ^a   Tikkanen, Henrikki ^a,b  

^a HELSINKI SCHOOL OF ECONOMICS   (Finland)

^b STOCKHOLM UNIVERSITY   (Sweden)

Author keywords

branding logics; consumer resistance; marketization; merger; organizations; service dominant logic; stakeholders; university

Indexed keywords

EID: 84908217419     PISSN: 10253866     EISSN: 1477223X     Source Type: Journal    
DOI: 10.1080/10253866.2013.876347     Document Type: Article

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