Corporate branding in the retail sector: a pilot study

It can be argued that corporate branding is essentially a strategic task spanning across functional boundaries and internal and external spheres of the organisation. This paper presents the findings from a study in the UK retail sector, to assess whether practitioners share the view that the corporate brand is an integrative device and that the process of corporate branding is holistic in nature.

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Year of publication:	2002
Authors:	Burghausen, Mario ; Fan, Ying
Published in:	Corporate Communications: An International Journal. - MCB UP Ltd, ISSN 1758-6046, ZDB-ID 2029376-8. - Vol. 7.2002, 2, p. 92-99
Publisher:	MCB UP Ltd
Subject:	Corporate identity \| Brands \| Retail trade \| United Kingdom

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/13563280210426151 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014691526