...Carmen Daniela Maier; Mona Agerholm Andersen Purpose The purpose of this paper is to explore how corporate heritage identity (CHI) implementation strategies are communicated by Grundfos, a 70-year-old global company from Denmark, in their internal history references. Design/methodology/approach...

...John M.T. Balmer; Bradford T. Hudson; John M.T. Balmer Purpose The purpose of this paper is to explore the mechanisms of consumer behaviour relating to corporate heritage brands. The aim is to clarify the internal logic of the brand heritage concept, and to build on the extant literature...

...John M.T. Balmer; Anna Blombäck; Christina Scandelius Purpose This paper seeks to explore whether corporate heritage as a component in planned communications can be important to foster a responsible corporate brand image among consumers. Design/methodology/approach A research model with three...

...) applies the public relations planning process to the communication planning of cultural heritage. So, specific theoretical background in the field of museum's corporate communication is quite limited. The majority of research in the field of museums and exhibition centres is done from a marketing...