MARC details
| 000 -LEADER |
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| fixed length control field |
04767nam a22002417a 4500 |
| 005 - DATE & TIME |
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| control field |
20250404115812.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
250308b |||||||| |||| 00| 0 eng d |
| 020 ## - ISBN |
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| International Standard Book Number |
9781032252599 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
Indian Institute of Management Raipur |
| 082 ## - DDC NUMBER |
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| Classification number |
658.8 |
| Book Number |
LGL-24 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Ed. Iglesias, Oriol |
| 245 ## - TITLE STATEMENT |
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| Title |
Routledge Companion to Corporate Branding / |
| Statement of responsibility |
Edited By Oriol Iglesias, Nicholas Ind, Majken Schultz. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
New York: |
| Name of publisher, distributor, etc |
Routledge, |
| Date of publication, distribution, etc |
2022. |
| 300 ## - PHYSICAL DESCRIPTION |
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| Pages |
xxii, 511p. |
| 500 ## - GENERAL NOTE |
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| General note |
A. An introduction to the corporate brand management field <br/><br/>1. Introduction: Towards a paradigm shift in corporate brand management <br/><br/>Oriol Iglesias, Nicholas Ind, and Majken Schultz<br/><br/>2. Demarcating the field of corporate brand management <br/><br/>Russell Abratt and Michela Mingione<br/><br/>3. Corporate brand management from a co-creative perspective<br/><br/>Hans Mühlbacher<br/><br/>4. Welcome to the matrix: How to find and use your corporate brand’s core identity<br/><br/>Mats Urde <br/><br/>5. Commentary: Towards a paradigm shift in corporate brand management<br/><br/>Joachim Kernstock and Shaun Powell<br/><br/>B. Building brands together: Co-creating corporate brands with multiple stakeholders <br/><br/>6. Embracing a co-creation paradigm of lived-experience ecosystem value creation<br/><br/>Venkat Ramaswamy<br/><br/>7. Brands in Action: Understanding corporate branding dynamics from an Action Net Perspective<br/><br/>Slyvia Von Wallpach and Andrea Hemetsberger <br/><br/>8. Reconceptualizing corporate brand identity from a co-creational perspective <br/><br/>Catherine Da Silveira and Claudia Simoes<br/><br/>9. In search of corporate brand alignment: philosophical foundations and emerging trends<br/><br/>Michela Mingione and Russell Abratt <br/><br/>10. Commentary: Co-creating corporate brands with multiple stakeholders<br/><br/>Francisco Guzman<br/><br/>C. Building strong corporate brands: towards valuable and sustainable experiences <br/><br/>11. B*Canvas 2.0 – Holistic and co-created brand management tool and use cases for corporate brands<br/><br/>Carsten Baumgarth <br/><br/>12. Brand experience co-creation at the time of artificial intelligence <br/><br/>Federico Mangiò, Daniela Andreini and Giuseppe Pedeliento <br/><br/>13. Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovations<br/><br/>Seidali Kurtmollaiev, Tor W. Andreassen and Line Lervik-Olsen<br/><br/>14. A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities<br/><br/>Stefan Markovic, Yuqian Qiu, Cristina Sancha and Nikolina Koporcic<br/><br/>15. Commentary: Building strong corporate brands: towards valuable and sustainable experiences<br/><br/>Nicholas Ind<br/><br/>D. Polysemic corporate brand narratives <br/><br/>16. Integrating multiple voices when crafting a corporate brand narrative<br/><br/>Paul Argenti<br/><br/>17. Corporate brand management and multiple voices: Polyphony or cacophony? <br/><br/>Anna Karina Kjeldsen and Line Schmeltz<br/><br/>18. Polysemic corporate branding: managing the idea <br/><br/>Alessandra Zamparini, Francesco Lurati and Luca M. Visconti<br/><br/>19. Visitors’ destination brand engagement’s effect on co-creation: An empirical study<br/><br/>Raouf Rather, Linda D. Hollebeek, Dale Smith, Jana Kukk and Mojtaba Ghasemi <br/><br/>20. Commentary: Corporate brand narratives: Polysemy, voice and purpose<br/><br/>Joep Cornelissen<br/><br/>E. The Temporality of Corporate Branding: Balancing the Past and Future<br/><br/>21. Towards a co-creational perspective on corporate heritage branding<br/><br/>Mario Burghausen<br/><br/>22. Cross-fertilization of heritage between product and corporate branding<br/><br/>Fabien Pecot <br/><br/>23. Closing corporate branding gaps through authentic internal brand strategies<br/><br/>Michael Beverland and Pinar Cankurtaran <br/><br/>24. When history inspires brand strategy: Lessons for place brands and corporate brands<br/><br/>Mihalis Kavaratzis <br/><br/>25. Commentary: Balancing the past and future in corporate branding<br/><br/>Majken Schultz<br/><br/>F. Branding inside-out: Corporate culture and internal branding <br/><br/>26. Branding inside-out: Development of the internal branding concept<br/><br/>Rico Piehler<br/><br/>27. A co-created perspective on internal branding <br/><br/>Holger Schmidt and Pieter Steenkamp<br/><br/>28. Exploring how to build a strong internal brand community and its role in corporate brand co-creation<br/><br/>Saila Saraniemi <br/><br/>29. Co-creating conscientious corporate brands inside-out through values-driven branding<br/><br/>Galina Biedenbach and Thomas Biedenbach<br/><br/>30. Commentary: Branding inside-out: Corporate culture and internal branding<br/><br/>Ceridwyn King |
| 650 ## - Subject |
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| Subject |
International Marketing |
| 650 ## - Subject |
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| Subject |
Marketing Communications |
| 650 ## - Subject |
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| Subject |
Brand Management |
| 650 ## - Subject |
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| Subject |
Business, Management and Marketing |
| 700 ## - Added Entry Personal Name |
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| Added Entry Personal Name |
Ind, Nicholas |
| 700 ## - Added Entry Personal Name |
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| Added Entry Personal Name |
Schultz, Majken |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
Books |
