Greyser, Stephen A.; Balmer, John M.T.; Urde, Mats - In: European Journal of Marketing 40 (2006) 7/8, pp. 902-908
Purpose – The purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand. Design/methodology/approach – Draws on the preliminary findings of a major study on monarchies. Findings – Argues that corporate communications is an...