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Article
Corporate Identity Antecedents and Components: Toward a Theoretical Framework
This paper undertakes a detailed review of the components of corporate identity (CI). This is necessitated by the recent emergence and focus upon CI and its frequent confusion with related issues such as corpo...
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Article
Cause Related Marketing: Develo** a Tripartite Approach with BMW
In today's fiercely competitive world, cause related marketing (CRM) plays an important role in business. It is seen as an effective way to build brands, create product awareness, revitalize corporate values a...
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Article
Managing the Changes in Corporate Branding and Communication: Closing and Re-opening the Corporate Umbrella
While the controversy continues over whether an organization should focus on corporate or product branding, this paper explains why corporate branding is the most likely scenario for most multi-national organi...
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Article
Corporate Reputation: An Eight-Country Analysis
Corporate reputation, or the management of the corporate brand, is playing an increasingly important role in terms of the propensity of business to build and sustain market, mind, and heart shares of customers...