Introduction: current state and future directions for research on corporate brand management

Authors

John Balmer, Brunel UniversityFollow
Shaun M. Powell, University of WollongongFollow
Joachim Kernstock, University of St Gallen
Tim Oliver Brexendorf, Dartmouth College

RIS ID

110654

Publication Details

Balmer, J. M.T.., Powell, S. M., Kernstock, J. & Brexendorf, T. (2017). Introduction: current state and future directions for research on corporate brand management. In J. Balmer, S. M. Powell, J. Kernstock & T. Brexendorf (Eds.), Advances in Corporate Branding (pp. 1-21). London: Palgrave Macmillan.

Abstract

In the opening section of this Chapter, entitled "Corporate brands in context," the nature of corporate brands and the fundamentals of corporate brand management are succinctly delineated. The chapter then moves on to discuss the current state of research in corporate brand management and to derive several implications and avenues for future research in the field.