Corporate branding in the retail sector: a practitioner’s perspective

Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/1870

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DC Field	Value	Language
dc.contributor.author	Burghausen, M	-
dc.contributor.author	Fan, Y	-
dc.coverage.spatial	20	en
dc.date.accessioned	2008-03-27T10:22:50Z	-
dc.date.available	2008-03-27T10:22:50Z	-
dc.date.issued	2002	-
dc.identifier.citation	Corporate Communication: An International Journal (2002), 7:2, 92-99	en
dc.identifier.issn	1356-3289	-
dc.identifier.uri	http://bura.brunel.ac.uk/handle/2438/1870	-
dc.description.abstract	It can be argued that corporate branding is essentially a strategic task spanning across functional boundaries and internal and external sphere of the organisation. What is the opinion of practitioners on the concept? This paper presents the findings from a study in the UK retail sector. The purpose of the study is to assess whether the practitioners share the view that the corporate brand is an integrative device and the process of corporate branding is holistic in nature.	en
dc.format.extent	86016 bytes	-
dc.format.mimetype	application/msword	-
dc.language.iso	en	-
dc.publisher	MCB University Press	en
dc.relation.ispartof	7;2	-
dc.subject	Corporate Branding, Retail Sector, UK	en
dc.title	Corporate branding in the retail sector: a practitioner’s perspective	en
dc.type	Research Paper	en
Appears in Collections:	Marketing Brunel Business School Research Papers

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