Corporate brand architecture
John M.T. Balmer;
Corporate brand architecture
Corporate brand architecture characterizes the types of corporate brand relationships between an organization’s mother brand and its subsidiaries along with inter-organizational corporate brand relationships. Consequently, different corporate brand architecture modes will materially influence the type of corporate brand communication.
United Kingdom
- Brunel University London United Kingdom
corporate brand architecture, 330, corporate brand orientation, corporate brand, 650, corporate brand communication
corporate brand architecture, 330, corporate brand orientation, corporate brand, 650, corporate brand communication
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selected citations
Citations provided by BIP!
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
Citations provided by BIP!popularityPopularity provided by BIP!
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
Popularity provided by BIP! 0
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