Corporate brand as a contract with stakeholders : theology or pragmatism?
Year of publication: |
2015
|
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Authors: | Tarnovskaya, Veronika |
Published in: |
Marketing intelligence & planning. - Bingley : Emerald Group Publishing Limited, ISSN 0263-4503, ZDB-ID 83207-8. - Vol. 33.2015, 6, p. 865-886
|
Subject: | Pragmatism | Social contract | Core values | Corporate brand | Brand covenant | Christian theology | Markenführung | Brand management | Stakeholder | Religionswissenschaft | Religious studies | Markenarchitektur | Brand architecture | Corporate Social Responsibility | Corporate social responsibility | Firmenimage | Corporate reputation | Markenartikel | Brand |
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