| الوصف: |
This companion is a prestige reference work that ofers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The frst section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management feld, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next fve sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future), and corporate culture. Every chapter provides a deep refection on current knowledge, highlighting the most relevant debates and tensions, and ofers a roadmap for future research avenues. The fnal chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management feld. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, ofering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the feld and convenient access to an emerging perspective on corporate brand management. |
