New perspectives on communication of change in corporate identity

New perspectives on communication of change in corporate identity

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This paper addresses a gap in the literature on communication of change in corporate identity (CI) by investigating the brand migration of Bosch in India. Based on an in-depth case study of Bosch in India, this paper develops seven propositions and conceptualises a framework for strategic communicat...

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Bibliographic Details
Main Author: Seema Gupta
Format: Article
Language:English
Published: Elsevier 2016-06-01
Series:IIMB Management Review
Subjects:
Corporate identity
Corporate communication
Brand identity
Strategic communication
Brand migration
Corporate advertising
Product advertising
Online Access:http://www.sciencedirect.com/science/article/pii/S0970389616300155

Internet

http://www.sciencedirect.com/science/article/pii/S0970389616300155

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