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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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Bibliographic Details
Main Author:	Essamri, Azzouz
Format:	Thesis (University of Nottingham only)
Language:	English
Published:	2019
Subjects:	corporate brand identity; online brand communities; corporate brand management; stakeholders
Online Access:	https://eprints.nottingham.ac.uk/56531/

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