Melewar, T.C., Gotsi, M. and Andriopoulos, C. 2012. Shaping the research agenda for corporate branding: Avenues for future research. European Journal of Marketing. 46 (5), pp. 600-608. https://doi.org/10.1108/03090561211235138
| Title | Shaping the research agenda for corporate branding: Avenues for future research |
|---|---|
| Authors | Melewar, T.C., Gotsi, M. and Andriopoulos, C. |
| Abstract | Purpose – This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising and managing corporate brands? Should the focus be on the organizational or the individual level? Must organizations take a static (focusing on continuity) or a more dynamic (focusing on change) perspective on corporate branding? Design/methodology/approach – This is a conceptual paper based on a critical review of relevant literature and the papers included in this special issue. Findings – Avenues for future research in corporate branding are highlighted. Originality/value – Several issues fundamental to the corporate branding debate remain controversial. This paper sheds light on three key tensions in managing corporate brands and shapes the research agenda for future studies. |
| Journal | European Journal of Marketing |
| Journal citation | 46 (5), pp. 600-608 |
| ISSN | 0309-0566 |
| Year | 2012 |
| Publisher | Emerald Publishing Limited |
| Digital Object Identifier (DOI) | https://doi.org/10.1108/03090561211235138 |
| Publication dates | |
| Published | 2012 |