Co-creating corporate brand identity with online brand communities: stakeholder and process-oriented perspectives
Contrary to the traditional conceptualisation of corporate brand identity as a static concept that is defined and articulated through an internally strategic driven process, the contemporary logic of branding characterises brand identity as dynamic and co-created through continuous interactions with...
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| Format: | Thesis (University of Nottingham only) |
| Language: | English |
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2019
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| Online Access: | https://eprints.nottingham.ac.uk/56531/ |