Taken Brand Initiative: how companies can align strategy, culture, and identity through corporate branding 1st ed. San Francisco: Jossey-Bass.
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Of Bricks and Brands: Organizational Dynamics, 38 2 , — Katobe, M. Brewer Eds. Oxford: Oxford University Press Inc. Kay, M. Strong brands and corporate brands. Keller, K. King, S. Brand building in the s. Journal of Consumer Marketing, 8 4 , 43— Knox, S. The six conventions of corporate branding.
Kotler, P. Being known or being one of many: the need for brand management for business-to-business B2B companies. Lakatos, E. Leek, S. Industrial Marketing Management, 40 6 , — Lim, K. Consumer brand classifications: an assessment of culture-of-origin versus country-of-origin. Martins, G. Muzellec, L. Corporate branding and brand architecture: a conceptual framework. Marketing Theory, 9 1 , 39— Olins, W. Corporate identity making business strategy visible throught design.
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Synthesizing country-of-origin research from the last decade: is the concept still salient in an era of global brands? Journal of Marketing Theory and Practice, 13 4 , Rodrigues, J. Por que Marcas Corporativas?
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Sampieri, R. Metodologia de Pesquisa 3rd ed. Sheikh, A. Industrial Marketing Management, 40 7 , — Urde, M.
Core value-based corporate brand building. The corporate brand identity matrix. Journal of Brand Management, 20 9 , — The review identifies the key literature related to B2B branding, provides an overview of past research and identifies emerging research issues to be addressed in future research.
Emerald Group Publishing Limited. Please share your general feedback. You can start or join in a discussion here. Visit emeraldpublishing. Abstract Purpose — The purpose of this study is to review the current body of the B2B branding literature, and identify research issues that hamper current B2B branding research.
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