The paper explores the concept and the role of corporate branding as both an inside and an outside interconnector of the company to its stakeholders through the communication efforts it relies on.
Gambetti, R. C., Biraghi, S., An ‘inside-outside’ perspective on corporate branding: a systematic analysis of the role of communication, in Proceedings of the CCI Conference on Corporate Communication, (New York, 06-08 June 2012), Baruch College, New York 2012: 1-15 [http://hdl.handle.net/10807/62873]
An ‘inside-outside’ perspective on corporate branding: a systematic analysis of the role of communication
Gambetti, Rossella Chiara;Biraghi, Silvia
2012
Abstract
The paper explores the concept and the role of corporate branding as both an inside and an outside interconnector of the company to its stakeholders through the communication efforts it relies on.
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