Advances in corporate branding / edited by John M.T. Balmer, Brunel University London, UK, Shaun M. Powell, University of Wollongong, Australia, Joachim Kernstock, Center of Competence for Brand Management, Switzerland, and Tim Oliver Brexendorf, WHU - Otto Beisheim School of Management, Germany.

This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation o...

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