Using corporate stories to build the corporate brand : an impression management perspective
Year of publication: |
2013
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Authors: | Spear, Sara ; Roper, Stuart |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 22.2013, 7, p. 491-501
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Subject: | Content analysis | Corporate reputation | Impression management | Corporate brand | Corporate story | Firmenimage | Markenführung | Brand management | Markenarchitektur | Brand architecture | Öffentlichkeitsarbeit | Public relations | Unternehmenskultur | Corporate culture |
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