کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1027697 942258 2011 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand
چکیده انگلیسی

Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 40, Issue 7, October 2011, Pages 1133–1143
نویسندگان
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