Building an empirically robust framework for corporate brand commiunications using action research
This thesis aims to develop a more robust framework for understanding the management processes involved in Corporate Brand Communications. A review of the literature on corporate branding shows a growing body of conceptual work, but also highlights that much of the recent work in the field has not f...
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| Language: | en |
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Cranfield University
2009
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| Online Access: | http://hdl.handle.net/1826/3382 |