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Keywords: Uniqueness
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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
...’ perceptions of the corporate brand, organisational members and the media is investigated. This research suggests there are three distinct types of coherencies in corporate branding strategies over time: statement coherency, interpretation coherency and uniqueness coherency. On the one hand, a strong corporate...
