Abstract
his article has an explicit purpose of making a theoretical contribution to the issue of senior management cognitions of the corporate identity/corporate strategy interface. The aim of this research is to particularise the nature and saliency of this interface to corporate marketing scholars and practitioners alike.
Original language | English |
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Pages (from-to) | 401-430 |
Number of pages | 30 |
Journal | European Journal of Marketing |
Volume | 47 |
Issue number | 3/4 |
DOIs | |
Publication status | Published - 2013 |
Keywords
- building societies
- corporate identity
- corporate strategy
- financial services
- corporate marketing