Authenticity and the Corporate Brand Saga
This dissertation analyzes what a corporate brand is and what motivates it. Using qualitative methods the corporate brand of IBM is investigated from the viewpoint of many of its stakeholders. It is discovered that IBM’s corporate brand is outside the control of IBM, and is a social construction of...
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| Language: | en en |
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2012
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| Online Access: | http://hdl.handle.net/1974/7284 |