Explicating corporate heritage, corporate heritage brands and organisational heritage
作者： John M T Balmer , Mario Burghausen
DOI: 10.1057/BM.2015.26
关键词: Corporate branding 、 Public relations 、 Business 、 Cultural heritage 、 Cultural heritage management 、 Employer branding 、 Industrial heritage 、 Brand loyalty 、 Brand equity 、 Brand management
摘要: Recently, considerable academic and management interest has focussed on corporate heritage and, in particular, the brand notion. This article provides a thorough overview of field includes latest developments territory including formal introduction organisational concept. Drawing extant literature, explores five themes relating broad field: contexts, foundations, fundamentals, advances empirical insights. also examines key constructs within domain brands, identity heritage. Both theoretical managerial aspects are addressed. Reference is made to recent contributions prominent case study research from Great Britain China, namely Shepherd Neame (Britain’s oldest brewery with an official founding date 1698) Tong Ren Tang (the renowned traditional Chinese medicine dating back 1669).
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core.ac.uk 参考文章(77)
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