In our study we develop a narrative approach to reconstruct, explore, and interpret the traces of societal corporate branding to start building an inclusive and contemporary framework of the dimensions underpinned by current company value proposition.
Biraghi, S., Gambetti, R. C., Melewar, T. C., Societal corporate branding under construction. A narrative perspective to detect weak signals of change, Working paper, in 9th International Conference of Corporate Identity Association/Research Group (CIARG), (Amsterdam, 05-07 September 2014), 9th International Conference of Corporate Identity Association/Research Group (CIARG), Amsterdam 2014: 1-3 [http://hdl.handle.net/10807/59755]
Societal corporate branding under construction. A narrative perspective to detect weak signals of change
Biraghi, Silvia;Gambetti, Rossella Chiara;
2014
Abstract
In our study we develop a narrative approach to reconstruct, explore, and interpret the traces of societal corporate branding to start building an inclusive and contemporary framework of the dimensions underpinned by current company value proposition.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
