The Impact of Public Brands on the Development of Trust-based Cooperations between Public Institutions
Series
MERKUR - Schriften zum Innovativen Marketing-Management
ISBN
978-3-8300-3980-8
Type
book
Date Issued
2008
Author(s)
Abstract
This dissertation presents a novel perspective on cooperation activities in the public sector by introducing the brand concept to support the efforts of public institutions in their attempt to successfully develop relationships with cooperation partners. In line with a current research stream in marketing science, the brand itself as well as the employee who represents a public brand are both considered to be important information carriers. The results of two experiments among 205 senior public managers have important implications for the management of internal and external communication in public institutions.
Funding(s)
Language
English
Keywords
Public Marketing
Public Brand
Vertrauen
Kooperation
Public Public Partnership
PPP
Marketing Science
Marketing
Public Management
Marketing-Management
Betriebswirtschaftslehre
HSG Classification
contribution to scientific community
Refereed
No
Publisher
Dr. Kovac
Publisher place
Hamburg
Volume
http://www.verlagdrkovac.de/978-3-8300-3980-8.htm
Number
31
Start page
222
Subject(s)
Division(s)
Eprints ID
46502