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The monarchy as a corporate brand - Some corporate communications dimensions

Författare:
  • Stephen A. Greyser
  • John M. T. Balmer
  • Mats Urde
Publiceringsår: 2006
Språk: Engelska
Sidor: 902-908
Publikation/Tidskrift/Serie: European Journal of Marketing
Volym: 40
Nummer: 7-8
Dokumenttyp: Artikel
Förlag: Emerald

Sammanfattning

Purpose - The purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand. Design/methodology/approach - Draws on the preliminary findings of a major study on monarchies. Findings - Argues that corporate communications is an important aspect of corporate brand management (especially in relation to constitutional monarchies). Research implications - That monarchies are analogous to organisational brands and are amenable to being managed as such. Originality/value - Draws on a unique study relating to monarchies as corporate brands.

Disputation

Nyckelord

  • Business and Economics
  • corporate branding
  • corporate communications

Övriga

Published
Yes
  • ISSN: 0309-0566

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