University of St.Gallen
research platform alexandria
search publications
browse publications
by person
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
 
by year

Corporate behaviour vs brand behaviour: Towards an integrated view?

Tim Brexendorf & Joachim Kernstock

fulltext etc. no fulltext attached
abstract The behaviour of employees is an important element in the expression of identity. That behaviour therefore relates to different identity-focused, corporate-level concepts such as corporate identity and brand management. Both concepts are interlinked and need a stronger alignment in consideration of corporate-level marketing. The emerging interest in corporate and service brand management is increasing the relevance of behaviour. However, brand hierarchies could hinder identity-congruent behaviour on the part of the employees if the multiple identities of corporations are not aligned. We discuss the behaviour of management, corporate-level marketing, middle management and employees in the context of brand management and brand hierarchies.
   
type journal paper
   
keywords Brand Management, Corporate Brand Management, Corporate-level marketing, Corporate Behaviour, Brand Behaviour
   
language English
kind of paper journal article
date of appearance 5-9-2007
journal Journal of Brand Management
publisher Palgrave
ISSN 1350-231X
volume of journal 15
number of issue 1
page(s) 32-40
review double-blind review
   
citation Brexendorf, T., & Kernstock, J. (2007). Corporate behaviour vs brand behaviour: Towards an integrated view?. Journal of Brand Management, 15(1), 32-40.