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Keywords: Coherency
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Journal Articles
The question of coherency in corporate branding – over time and across stakeholders
Available to Purchase
Journal:
Journal of Communication Management
Journal of Communication Management (2002) 6 (1): 24–40.
Published: 01 January 2002
...Mette Morsing; Jan Kristensen The paper investigates the successful establishment of a strong corporate brand with a particular emphasis on analysing the corporate branding literature’s assumptions about coherency. Successful corporate branding is claimed to imply a shared set of coherent...
