Building an empirically robust framework for corporate brand communications 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...
| Main Author: | |
|---|---|
| Other Authors: | |
| Published: |
Cranfield University
2003
|
| Subjects: | |
| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.494839 |