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http://bura.brunel.ac.uk/handle/2438/26117| Title: | Corporate Brand Architecture |
| Authors: | Balmer, JMT |
| Keywords: | corporate brand;corporate brand architecture;corporate brand communication;corporate brand orientation |
| Issue Date: | 12-Mar-2024 |
| Publisher: | Edward Elgar |
| Citation: | Balmer, J.M.T. (2024) 'Corporate Brand Architecture', in Podnar, K. (ed.) Encyclopedia of Corporate Communication. Cheltenham: Edward Elgar, pp. 142 - 147. doi: 10.4337/9781802200874.ch22. |
| Abstract: | Corporate brand architecture characterizes the types of corporate brand relationships between an organization’s mother brand and its subsidiaries along with inter-organizational corporate brand relationships. Consequently, different corporate brand architecture modes will materially influence the type of corporate brand communication. |
| URI: | https://bura.brunel.ac.uk/handle/2438/26117 |
| DOI: | https://doi.org/10.4337/9781802200874.ch22 |
| 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 22 |
| Appears in Collections: | Brunel Business School Embargoed Research Papers |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| FullText.pdf | Embargoed indefinitely | 326.87 kB | Adobe PDF | View/Open |
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