LEADER 02701nam 2200541Ia 450 001 9910450722203321 005 20200520144314.0 010 $a1836630339 010 $a1-280-70553-1 010 $a9786610705535 010 $a1-83663-033-6 010 $a1-84663-033-9 035 $a(CKB)1000000000337442 035 $a(EBL)275473 035 $a(OCoLC)171580144 035 $a(MiAaPQ)EBC275473 035 $a(MiAaPQ)EBC275474 035 $a(Au-PeEL)EBL275474 035 $a(CaPaEBR)ebr10146668 035 $a(CaONFJC)MIL70554 035 $a(OCoLC)935261754 035 $a(EXLCZ)991000000000337442 100 $a20000815d2006 uy 0 101 0 $aeng 135 $aur|n|---||||| 200 00$aConsumer empowerment$b[electronic resource] /$fguest editor: Len Tiu Wright 210 $aBradford, England $cEmerald Group Publishing$dc2006 215 $a1 online resource (192 p.) 225 0 $aEuropean Journal of Marketing ;$v40, no. 9/10 300 $aDescription based upon print version of record. 311 $a1-84663-032-0 327 $aCover; CONTENTS; EDITORIAL REVIEW BOARD; Guest editorial; Corporate marketing; Strong brands and corporate brands; Internal brand building and structuration: the role of leadership; The corporate brand association base; Corporate rebranding: destroying, transferring or creating brand equity?; The effect of corporate branding dimensions on consumers' product evaluation; Seven dimensions of corporate identity; The impact of organisational characteristics on corporate visual identity; A reflective approach to uncovering actual identity; The monarchy as acorporate brand; Book reviews 330 $aEJM has provided one of the principal platforms on the global stage relating to corporate marketing scholarship and associated areas. By revisiting past special editions of the EJM devoted to corporate-level concerns, a key aim of this e-book was to provide a platform whereby integrative approaches in corporate marketing research and scholarship can be highlighted. The majority of articles in this e-book focus on important concepts of corporate marketing and encompass corporate identity and the management of corporate brands, along with related concepts like visual identity, corporate communic 606 $aConsumers 606 $aMarketing$xManagement 608 $aElectronic books. 615 0$aConsumers. 615 0$aMarketing$xManagement. 676 $a658 676 $a658.045 701 $aWright$b Len Tiu$0879142 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910450722203321 996 $aConsumer empowerment$91963244 997 $aUNINA