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http://bura.brunel.ac.uk/handle/2438/26116| Title: | Corporate Brand Communication |
| Authors: | Balmer, JMT |
| Keywords: | corporate brand communication;corporate brand;total corporate communications;promissory/primary/secondary/tertiary/quaternary communication |
| Issue Date: | 12-Mar-2024 |
| Publisher: | Edward Elgar |
| Citation: | Balmer, J.M.T. (2024) 'Corporate Brand Communication', in Podnar. K. (ed.) Encyclopedia of Corporate Communication. Cheltenham: Edward Elgar, pp. 176 - 180. doi: 10.4337/9781802200874.ch27. |
| Abstract: | Corporate brand communication represents a distinctive approach to corporate communication by focusing on the corporate brand. Adopting a total corporate communication perspective, corporate brand communication comprises, promissory, primary, secondary, tertiary, and quaternary communication. Increasingly, organizations focus on their corporate brand/s and, consequently, corporate brand-based communication is of heightened significance in communicating – as well as realizing - the corporate brand promise/covenant as experienced by customers and other stakeholders |
| URI: | https://bura.brunel.ac.uk/handle/2438/26116 |
| DOI: | https://doi.org/10.4337/9781802200874.ch27 |
| ISBN: | 978-1-80220-086-7 (hbk) 978-1-80220-087-4 (ebk) |
| Other Identifiers: | ORCiD: John M.T. Balmer https://orcid.org/0000-0003-2862-4520 27 |
| Appears in Collections: | Brunel Business School Research Papers |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| FullText.pdf | Copyright © 2024 John M.T. Balmer. This is a draft chapter/article. The final version is available in Encyclopedia of Corporate Communication, edited by Klement Podnar, published in 2024, Edward Elgar Publishing Ltd. https://www.e-elgar.com/shop/gbp/elgar-encyclopedia-of-corporate-communication-9781802200867.html - https://doi.org/10.4337/9781802200874. The material cannot be used for any other purpose without further permission of the publisher, and is for private use only (see: https://www.e-elgar.com/author-hub/reuse-of-your-work/). | 345.64 kB | Adobe PDF | View/Open |
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