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Shaping the research agenda for corporate branding: avenues for future research

Melewar, T. C., Gotsi, Manto and Andriopoulos, Constantine 2012. Shaping the research agenda for corporate branding: avenues for future research. European Journal of Marketing 46 (5) , pp. 600-608. 10.1108/03090561211235138

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Abstract

Purpose: This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising and managing corporate brands? Should the focus be on the organizational or the individual level? Must organizations take a static (focusing on continuity) or a more dynamic (focusing on change) perspective on corporate branding? Design/methodology/approach: This is a conceptual paper based on a critical review of relevant literature and the papers included in this special issue. Findings: Avenues for future research in corporate branding are highlighted. Originality/value: Several issues fundamental to the corporate branding debate remain controversial. This paper sheds light on three key tensions in managing corporate brands and shapes the research agenda for future studies.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Uncontrolled Keywords: Brand management; Corporate branding; Marketing theory; Tensions
Publisher: Emerald
ISSN: 0309-0566
Last Modified: 09 Sep 2019 00:52
URI: http://orca-mwe.cf.ac.uk/id/eprint/31791

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