Melewar, T.C.; Gotsi, Manto; Andriopoulos, Constantine - In: European Journal of Marketing 46 (2012) 5, pp. 600-608
Purpose – This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising and managing corporate brands? Should the focus be on the organizational or the individual level? Must...