Co-creation of corporate brand through stakeholder relationships in B2B SMEs

Co-creation of corporate brand through stakeholder relationships in B2B SMEs

Abstract This study examines the phenomenon of corporate brand co-creation in the context of small and medium sized enterprises (SMEs) operating in business-to-business (B2B) markets. The aim of this study is to better understand how external stakeholders co-create a corporate brand—brand image and...

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Bibliographic Details
Main Author: Mäläskä, M. (Minna)
Other Authors: Ulkuniemi, P. (Pauliina)
Format: Doctoral Thesis
Language:English
Published: Oulun yliopisto 2015
Subjects:
business-to-business relationships
co-creation
corporate branding
identity
image
small and medium sized enterprises
stakeholder network
identiteetti
imago
pienet ja keskisuuret yritykset
sidosryhmäverkosto
yhteisluominen
yritysbrändi
yritysten väliset liikesuhteet
Online Access:http://urn.fi/urn:isbn:9789526208718
http://nbn-resolving.de/urn:isbn:9789526208718

Internet

http://urn.fi/urn:isbn:9789526208718
http://nbn-resolving.de/urn:isbn:9789526208718

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